Examining cognitive processes of unstructured decision making
In the first phase, three experiments find, contrary to previous independent investigations, participants rarely retain a pre-selected default value. Logistic regression reveals that the odds ratio of predicting default retention is dependent on product type. In the second phase, results identify that problem solving instructions influence decision making. Analyses of multidimensional scaling and cluster analysis reveal patterns for default retention and problem solving instructions that define an electronic decision aid called Choice Builder. The dissertation suggests that when an individual creates a product, he or she has more control over the process that subsequently reduces the influence of the default. A new theoretical foundation is proposed identifying that for unstructured decisions individuals construct both decision strategies and preferences while creating an alternative. With an active process of acquiring and evaluating information, an individual forms a decision strategy and updates preferences to achieve an ideal outcome. This dissertation makes four contributions that include 1) a research tool, Interactive Choice, for exploration, 2) the identification of cognitive processes involved, 3) a proposal of a new theoretical approach, and 4) an electronic decision aid, Choice Builder.
School:Kansas State University
School Location:USA - Kansas
Source Type:Master's Thesis
Keywords:decision making internet customization consumer business administration marketing 0338 psychology cognitive 0633 experimental 0623
Date of Publication:01/01/2006