John W. Payne

Constructive Consumer Choice Processes

Consumer decision making has been a focal interest in consumer research, and consideration of current marketplace trends ( e.g., technological change, an information explosion) indicates that this topic will continue to be critically important. We argue that consumer choice is inherently constructive. Due to limited processing capacity, consumers often do not have well-defined existing preferences, but construct them using a variety of strategies contingent on task demands. After describing constructive choice, consumer decision tasks, and decision strategies, we provide an integrative framework for understanding constructive choice, review evidence for constructive consumer choice in light of that framework, and identify knowledge gaps that suggest opportunities for additional research. Copyright 1998 by the University of Chicago.

Task complexity and contingent processing in decision making: An information search and protocol analysis

Abstract Two process tracing techniques, explicit information search and verbal protocols, were used to examine the information processing strategies subjects use in reaching a decision. Subjects indicated preferences among apartments. The number of alternatives available and number of dimensions of information available was varied across sets of apartments. When faced with a two alternative situation, the subjects employed search strategies consistent with a compensatory decision process. In contrast, when faced with a more complex (multialternative) decision task, the subjects employed decision strategies designed to eliminate some of the available alternatives as quickly as possible and on the basis of a limited amount of information search and evaluation. The results demonstrate that the information processing leading to choice will vary as a function of task complexity. An integration of research in decision behavior with the methodology and theory of more established areas of cognitive psychology, such as human problem solving, is advocated.

Adaptive Strategy Selection in Decision Making.

Abstract : The authors examine the role of effort and accuracy in the adaptive use of decision processes. A computer simulation study that used the concept of elementary information processes identified heuristic choice strategies which approximate the accuracy of normative procedures while requiring substantially less effort. However, no single heuristic did well across all task and context conditions. Of particular interest was the finding that under time constraints, several heuristics were clearly more accurate than a normative procedure. Two process tracing studies showed a significant degree of correspondence between the efficient strategies for a given decision problem identified by the simulation and actual decision behavior. People were highly adaptive to changes in the nature of the alternatives available to them and to the presence of time pressure. (Author)

Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis

Abstract : An asymmetrically dominated alternative is one that is dominated by one item in the set but not by another. It is shown that the addition to a choice set of such an alternative can increase the probability of choosing the item that dominates it. This result points to the inadequacy of many current choice models and suggests product line strategies that might not otherwise be intuitively plausible. (Author)

A componential analysis of cognitive effort in choice

Abstract We examine the effort required to execute decision strategies and propose a set of elementary information processes (EIPs) (e.g., reads, additions, comparisons) as a common language for describing these strategies. Based upon these component processes, a model for measuring the effort required to execute a decision strategy is proposed which suggests that effort is a weighted sum of EIPs. We test several variants of this model by attempting to predict decision latencies and subjective reports of effort. The proposed weighted EIP model provides good predictions for response time and subjective effort, and estimates of the time and effort associated with each EIP seem plausible and consistent with those found in other cognitive tasks. The time and effort required by each EIP do not vary substantially across rules; however, there are significant individual differences. On balance, the EIP approach to conceptualizing and measuring the effort of executing a choice strategy receives strong support.

Choice Processing in Emotionally Difficult Decisions

Choice conflicts between ones important values may cause negative emotion. This article extends the standard effort-accuracy approach to explaining task influences on decision processing by arguing that coping goals will interact with effort minimization and accuracy maximization goals for negatively emotion-laden decision tasks. These coping goals may involve both a desire to process in a thorough, accurate manner and a desire to avoid particularly distressing aspects of processing. On the basis of this extended framework, the authors hypothesized and found in 3 experiments that decision processing under increasing negative emotion both becomes more extensive and proceeds more by focusing on one attribute at a time. In particular, increased negative emotion leads to more attribute-based processing at the beginning of the decision process. The results are inconsistent with views that negative emotion acts only as an incentive or only as a source of decision complexity. Individuals make decisions by using a wide variety of processing strategies, ranging from normative procedures that process all relevant information and explicitly consider trade-offs between attributes to more heuristic procedures that use information selectively and avoid trade-offs between attributes. For a number of years, behavioral decision research has addressed how properties of choice tasks influence these decision-processing strategies (Einhom & Hogarth, 1981; Payne, Bettman, & Johnson, 1992). Decision makers are often depicted as deciding how to decide on the basis of trade-offs between the accuracy of various decision strategies and the cognitive effort required to implement those strategies. Thus, research has investigated both the factors affecting the relative effort needed for various strategies (e.g., task complexity, information format, and response mode) and the factors influencing the relative accuracy of various rules or the importance of making an accurate decision (e.g., correlation among attributes and incentives; see Payne, Bettman, & Johnson, 1993, for a review).

Exploring predecisional behavior: An alternative approach to decision research☆

Abstract A trend in the study of decision behavior is the increased emphasis being placed on understanding the psychological processes underlying observed judgments or choices. Unfortunately, the input-output analyses that have been used by most decision researchers do not appear fully adequate to develop and test process models of decision behavior. It is argued that data collection methods are needed that will yield data on predecisional behavior in order to identify what information a decision maker has and how it is being processed. Two such process tracing methods, verbal protocol analysis and the analysis of information acquisition behavior, which should be especially valuable in decision research are illustrated and discussed. The process tracing approach appears to be a valuable complement to more traditional model fitting approaches to the study of decision behavior. The value of a multimethod approach is also illustrated and discussed.

Emotional trade-off difficulty and choice.

In this article, the authors explore whether choice patterns are sensitive to the potential of relevant trade-offs to elicit negative emotion. Across three experiments, decision makers increasingly...

Information displays and preference reversals

Abstract Preference reversals occur when a decision maker prefers one option to another in one response mode but reverses that ordering when preferences are elicited in another response mode. We report the results of two experiments which significantly impact the frequency of preference reversals. Specifically, when the probabilities are displayed in a format which appears harder to process, the frequency of reversals is increased. Process-tracing evidence suggests that decision-makers also shifted information processing strategies as a function of information format. We discuss the implications for theories of preference reversals and strategy selection, and for the design of information displays.

Factors Affecting the Impact of Negatively and Positively Framed Ad Messages

This article examines the effects of negative and positive framing of ad claims on consume~s choices and attitudes. Propositions about how the extent of processing before choice affects the relative impact of claims-related versus advertising tactics-related cognitions are tested in three experiments. Findings suggest that when processing is limited, claims-related cognitions have a greater impact on choice, which results in the sponsoring brand being chosen more often when the ad claims are negatively framed than when they are positively framed. When respondents engage in more extensive processing before choice, tactics-related cognitions become more accessible and, if perceived to be unfair, result in an attenuation of the advantage of negative framing over positive framing. A different pattern of results is obtained when one examines brand attitudes rather than brand choice. Copyright 1997 by the University of Chicago.