One of the core challenges of decision research is to identify individuals’ decision strategies without influencing decision behavior by the method used. Bröder and Schiffer (2003) suggested a method to classify decision strategies based on a maximum likelihood estimation, comparing the probability of individuals’ choices given the application of a certain strategy and a constant error rate. Although this method was shown to be unbiased and practically useful, it obviously does not allow differentiating between models that make the same predictions concerning choices but different predictions for the underlying process, which is often the case when comparing complex to simple models or when comparing intuitive and deliberate strategies. An extended method is suggested that additionally includes decision times and confidence judgments in a simultaneous Multiple-Measure Maximum Likelihood estimation. In simulations, it is shown that the method is unbiased and sensitive to differentiate between strategies if the effects on times and confidence are sufficiently large.

Standard preference models in consumer research assume that people weigh and add all attributes of the available options to derive a decision, while there is growing evidence for the use of simplifying heuristics. Recently, a greedoid algorithm has been developed (Yee, Dahan, Hauser & Orlin, 2007; Kohli & Jedidi, 2007) to model lexicographic heuristics from preference data. We compare predictive accuracies of the greedoid approach and standard conjoint analysis in an online study with a rating and a ranking task. The lexicographic model derived from the greedoid algorithm was better at predicting ranking compared to rating data, but overall, it achieved lower predictive accuracy for hold-out data than the compensatory model estimated by conjoint analysis. However, a considerable minority of participants was better predicted by lexicographic strategies. We conclude that the new algorithm will not replace standard tools for analyzing preferences, but can boost the study of situational and individual differences in preferential choice processes.

This study compares judgments of the fairness of economic actions among survey populations in Switzerland, and both student and non-student groups in the People’s Republic of China, with the earlier Kahneman, Knetsch and Thaler (1986a) surveys of Canadians. The findings suggest that fairness concerns matter among all of these groups, and the general patterns of what was and was not considered to be fair were similar. However, there were also some significant differences with the influence of fairness being weaker in the two Chinese samples than in the groups from the Western countries, with the influence being weakest in the Chinese student population for the wage related topics. On the whole, almost no significant gender differences were found in any of the new surveys.

Anticipated regret is an important determinant in risky decision making, however only a few studies have explored its role in problem gambling. This study tested for differences in the anticipation of regret among social and problem gamblers and examined how these differences affect risk preferences in a gambling task. The extent of problem gambling was assessed using the South Oaks Gambling Screen and participants were randomly assigned to one of two conditions. In the risky feedback condition, the feeling of regret was avoided by choosing the risky gamble, whereas in the safe feedback condition the safe gamble was the regret-minimizing option. Problem gambling was associated with the choice of the risky gamble in both conditions indicating less sensitivity to anticipated regret. It was also associated with risk seeking across feedback conditions when the stakes of winning and loosing were higher. These findings suggest that less regret or the poor anticipation of regret might contribute to excessive gambling and thus need to be addressed in cognitive treatments of problem gambling.

Two experiments examined the benefits of unconscious thought on complex decisions (Dijksterhuis, 2004). Experiment 1 attempted to replicate and extend past research by examining the effect of providing reasons prior to rating the options. Results indicated no significant differences between the conditions. Experiment 2 attempted to replicate the findings of Dijksterhuis, Bos, Nordgren, and van Baaren (2006) and determine if a memory aid could overcome the limitations of conscious thought on complex tasks. Results revealed that a memory aid improved decisions compared to the conscious thought condition. Participants in the unconscious thought condition did not perform significantly better than did participants in the conscious thought condition.

Research has shown that framing messages in terms of benefits or detriments can have a substantial influence on intended behavior. For prevention behaviors, positively framed messages have been found to elicit stronger behavioral intentions than negatively framed messages. Research also seems to indicate that certain contextual features contribute to the persuasiveness of a message. In the present research we test how message framing, contextually presented affect and the number of argument factors interact and contribute to the persuasiveness of a health related message. Consistent with our hypothesis, we found that, in our prevention focused task, increasing the number of arguments increased behavioral intentions (BI) for positively framed messages when subjects were cued, via negative affect, to be attentive to the message. This resulted in a significant framing effect for messages with the maximum number of arguments and a negative background picture. An account of contextual influence in persuasive health messages is discussed.