TY - JOUR
T1 - Mental representations of important real-life decisions
AU - Svenson, Ola
AU - Salo, Ilkka
PY - 2007
Y1 - 2007
N2 - Two studies investigated how decision makers characterize alternatives in important real-life decisions, which they themselves had made (to leave a partner, to choose an education and to choose a home). First, the participants indicated a very high degree of involvement in the decisions studied and about half of the participants gave maximum involvement ratings for the partner decision. Second, the results showed that concepts that are essential in most decision theories, such as, consequence, probability and value were important characteristics of the decisions. Third, emotion, positive and negative affect were also important characteristics. Fourth, value and emotion were uncorrelated. Fifth, the patterns of characteristics of decisions made in the past did not differ markedly from the characteristics given to future decisions. Principal component analyses were performed on the ratings of applicability of the different characteristics across participants for each decision situation. Three factors were extracted. There was one factor for positive affect/emotions and another factor for negative affect/emotions verified in oblique solutions. Thus, different scales are needed to represent emotion/affect components (and not bipolar scales) in real-life important decisions. The third factor represented the way in which a decision was represented (moving pictures dialogue etc.). An analysis restricted to the participants who rated 100% involvement showed an additional fourth factor with "what others would think", "similar situations", "values" and "money" as the most prominent characteristics. This points to the importance of controlling for participant involvement in studies of human decision making to enable generalizations to real-life decisions. (c) 2005 Elsevier B.V. All rights reserved.
AB - Two studies investigated how decision makers characterize alternatives in important real-life decisions, which they themselves had made (to leave a partner, to choose an education and to choose a home). First, the participants indicated a very high degree of involvement in the decisions studied and about half of the participants gave maximum involvement ratings for the partner decision. Second, the results showed that concepts that are essential in most decision theories, such as, consequence, probability and value were important characteristics of the decisions. Third, emotion, positive and negative affect were also important characteristics. Fourth, value and emotion were uncorrelated. Fifth, the patterns of characteristics of decisions made in the past did not differ markedly from the characteristics given to future decisions. Principal component analyses were performed on the ratings of applicability of the different characteristics across participants for each decision situation. Three factors were extracted. There was one factor for positive affect/emotions and another factor for negative affect/emotions verified in oblique solutions. Thus, different scales are needed to represent emotion/affect components (and not bipolar scales) in real-life important decisions. The third factor represented the way in which a decision was represented (moving pictures dialogue etc.). An analysis restricted to the participants who rated 100% involvement showed an additional fourth factor with "what others would think", "similar situations", "values" and "money" as the most prominent characteristics. This points to the importance of controlling for participant involvement in studies of human decision making to enable generalizations to real-life decisions. (c) 2005 Elsevier B.V. All rights reserved.
KW - real-life decisions
KW - behavioral decision making
KW - mental representation
KW - personal decisions
U2 - 10.1016/j.ejor.2005.04.007
DO - 10.1016/j.ejor.2005.04.007
M3 - Article
SN - 0377-2217
VL - 177
SP - 1353
EP - 1362
JO - European Journal of Operational Research
JF - European Journal of Operational Research
IS - 3
ER -