Inferring noncompensatory choice heuristics

Human decision making is a topic of great interest to marketers, psychologists, economists, and others. People are often modeled as rational utility maximizers with unlimited mental resources. However, due to the structure of the environment as well as cognitive limitations, people frequently use simplifying heuristics for making quick yet accurate decisions. In this research, we apply discrete optimization to infer from observed data if a person is behaving in way consistent with a choice heuristic (e.g., a noncompensatory lexicographic decision rule). We analyze the computational complexity of several inference related problems, showing that while some are easy due to possessing a greedoid language structure, many are hard and likely do not have polynomial time solutions. For the hard problems we develop an exact dynamic programming algorithm that is robust and scalable in practice, as well as analyze several local search heuristics. We conduct an empirical study of SmartPhone preferences and find that the behavior of many respondents can be explained by lexicographic strategies.

Department dc:contributor.department

Massachusetts Institute of Technology. Operations Research Center

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2006

Author dc:creator

• Yee, Michael

Advisor dc:contributor.advisor

• James B. Orlin.

• Operations Research Center.

Statement dc:rights

• M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/36226

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/36226