Evaluation of Complex Stimuli Using Multi-Attribute Utility Procedures
MICHIGAN UNIV ANN ARBOR ENGINEERING PSYCHOLOGY LAB
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Three procedures for constructing additive multi-attribute utility theory, MAUT models were tested for their differential validity a probabilistic procedure, a simple direct rating procedure, and a modified direct rating procedure. Validation criteria were ratings and simple choices. Procedures were evaluated after an intensive training session in which subjects learned to adopt an evaluation strategy with which they felt most comfortable and which best reflected their preferences. The results of a correlational analysis indicated that MAUT can improve upon the decision makers own unaided intuition. The probabilistic procedure was found to be the superior method for predicting simple choices between stimuli.