Choice Behaviour in a Computer-Aided Multiattribute Decision Task

Choice behaviour in an interactive multiple-criteria decision-making environment was examined experimentally to investigate whether subjects are more comfortable in processing criterion/attribute information simultaneously (in parallel) or sequentially.

Abstract

Choice behaviour in an interactive multiple-criteria decision-making environment was examined experimentally. The main purpose was to investigate whether subjects are more comfortable in processing criterion/attribute information simultaneously (in parallel) or sequentially. As a research instrument, three different interactive software systems were used on a microcomputer by management students at the Helsinki School of Economics and Business Administration and the Institute of National Economy in Moscow to solve essentially the same problem of buying/leasing a home tailored to the respective decision environments. The experiments also provided us with a possibility to learn useful lessons about how human subjects make computer-supported choices. The results of the experiments are discussed. Furthermore, questions for future research are suggested. © 1997 John Wiley & Sons, Ltd.