Modeling Congnitive Processes under Preference Reversals between Joint and Separate Evaluations.

本研究调查的认知过程之间的偏好逆转“单独评价（SE），”其中每个多属性的选择方案被孤立地评价，和“联合评价（JE），”其中选择方案被同时评价。以往的解释这种现象的假设，决策者注意的具体功能的选择方案取决于评估的性质。我们提出了一个定量的模型，这样的认知过程来表示的选择方案中的特定属性的注意力的强度。我们的模型检测到SE和JE之间的注意力转移。这一变化推翻了原来理论中的假设。简而言之，比公认的理论更简单的认知过程可以解释这种偏好逆转

This research investigated cognitive processes under preference reversals between "Separate Evaluation (SE)," wherein each multiattribute choice alternative is evaluated in isolation, and "Joint Evaluation (JE)," wherein choice alternatives are evaluated simultaneously. Previous account for this phenomenon hypothesized that decision makers pay attention to specific features of choice alternatives depending on the nature of assessment. We propose a quantitative model of such cognitive processes to represent the strengths of attention paid to particular attribute in choice alternatives. Our model detected attentional shifts between SE and JE. The change refuted the hypothesis in the original theory. In gist, simpler cognitive processes than the accepted theory could explain such preference reversals