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{
    "pk": 25391,
    "title": "A Rational Model for Individual Differences in Preference Choice",
    "subtitle": null,
    "abstract": "Human preference choice suffers curious contextual effects:\nthe relative preference between two multi-attribute options\n(e.g. cars with differing safety and economy ratings) can dramatically\nshift, depending on the presence/absence of additional\noptions. This phenomenon defies any simple utilitybased\naccount of choice, and has been taken to imply\nirrationalities/sub-optimalities in human decision-making, or\nreflect idiosyncrasies in neural processing. Recently, we used\na Bayesian model to show that these contextual effects are normative\nconsequences of observers using options to learn about\nthe “market”. However, it had an unsavory implication that\nall decision-makers asymptotically converge to the same beliefs/\nbehavior. Here, we propose a new model that uses both\nmarket and personal utilities to make choices. This model still\ncaptures the contextual effects, while also allowing asymptotic\ndifferences in individual preferences and providing a general\nframework for explaining how consumption informs one’s beliefs\nand preferences.",
    "language": "eng",
    "license": {
        "name": "",
        "short_name": "",
        "text": null,
        "url": ""
    },
    "keywords": [
        {
            "word": "decision making; preference choice; multiattribute;\ncontextual effects; individual differences; Bayesian\nlearning"
        }
    ],
    "section": "Papers",
    "is_remote": true,
    "remote_url": "https://escholarship.org/uc/item/34f2r27m",
    "frozenauthors": [
        {
            "first_name": "Sheeraz",
            "middle_name": "",
            "last_name": "Ahmad",
            "name_suffix": "",
            "institution": "Department of Computer Science and Engineering University of California, San Diego",
            "department": ""
        },
        {
            "first_name": "Angela",
            "middle_name": "J",
            "last_name": "Yu",
            "name_suffix": "",
            "institution": "Department of Cognitive Science University of California, San Diego",
            "department": ""
        }
    ],
    "date_submitted": null,
    "date_accepted": null,
    "date_published": "2015-01-01T18:00:00Z",
    "render_galley": null,
    "galleys": [
        {
            "label": "PDF",
            "type": "pdf",
            "path": "https://journalpub.escholarship.org/cognitivesciencesociety/article/25391/galley/15015/download/"
        }
    ]
}