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| Tekijä: | Fisher, G. W. |
| Otsikko: | Preferences for proxy attributes. |
| Lehti: | Management Science
1987 : FEB, VOL. 33:2, p. 198-214 |
| Asiasana: | OBJECTIVES DECISION MAKING MULTIATTRIBUTE MODELS HEURISTIC METHODS |
| Kieli: | eng |
| Tiivistelmä: | A proxy attribute (PA) is an indirect measure of an ultimate decision objective. As experiments show, decision makers usually display a near universal bias to overweight the PA relative to the prescriptions of expected utility theory. To account for this bias, three heuristic models of preferences for PA are developed: the "best guess", the "worst case", and "relative importance". The results strongly favored the third model, according to which decision makers makers assess scaling constants by relying on general attitudes regarding the relative importance of different decision objectives. |
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