Molly Moreland (UC Riverside)
Shifting weights, not criteria: An alternative mechanism for modeling choice
Situations arise in life in which the available alternatives are all deficient and the best option is to defer the decision. The circumstances range from the mundane -- shopping for a particular product -- to matters of life and death – deciding whether any of the people in a lineup is the murderer. The decision to choose or not choose is often modeled in terms of a decision criterion. The proposed research explores an alternative mechanism for modeling choice decisions based on the shifting of weights assigned to component dimensions of the alternatives in the choice set.