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HeuristicsThe Foundations of Adaptive Behavior$
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Gerd Gigerenzer, Ralph Hertwig, and Thorsten Pachur

Print publication date: 2011

Print ISBN-13: 9780199744282

Published to Oxford Scholarship Online: May 2011

DOI: 10.1093/acprof:oso/9780199744282.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2020. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 31 October 2020

Sequential Processing of Cues in Memory-Based Multiattribute Decisions

Sequential Processing of Cues in Memory-Based Multiattribute Decisions

(p.429) Chapter 20 Sequential Processing of Cues in Memory-Based Multiattribute Decisions

Arndt Bröder

Wolfgang Gaissmaier

Oxford University Press

When probabilistic inferences have to be made from cue values stored in long-term memory, many participants appear to use fast-and-frugal heuristics, such as “take-the-best” (TTB), that assume sequential search of cues. A simultaneous global matching process with cue weights that are appropriately chosen would mimic the decision outcomes, albeit assuming different cognitive processes. This chapter presents a reanalysis of response times (RTs) from five published experiments (n =415) and one new experiment (n = 82) that support the assumption of sequential search. In all instances in which decision outcomes indicated the use of TTB's decision rule, decision times increased monotonically with the number of cues that had to be searched in memory. Furthermore, RT patterns fitted the outcome-based strategy classifications, which further validates both measures.

Keywords:   strategy selection, fast-and-frugal heuristics, memory, response times, take-the-best

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