Cognitive Choice Modeling

The emerging interdisciplinary field of cognitive choice models integrates theory and recent research findings from both decision process and choice behavior.

Cognitive decision processes provide the interface between the environment and brain, enabling choice behavior, and the basic cognitive mechanisms underlying decision processes are fundamental to all fields of human activity. Yet cognitive processes and choice processes are often studied separately, whether by decision theorists, consumer researchers, or social scientists. In Cognitive Choice Modeling, Zheng Joyce Wang and Jerome R. Busemeyer introduce a new cognitive modeling approach to the study of human choice behavior. Integrating recent research findings from both cognitive science and choice behavior, they lay the groundwork for the emerging interdisciplinary field of cognitive choice modeling.

Zheng Joyce Wang is Professor in the School of Communication at the Ohio State University, where she directs the Communication and Psychophysiology Lab. Jerome R. Busemeyer is Distinguished Professor of Psychological and Brain Sciences at Indiana University Bloomington.

Preface ix
Acknowledgments xiii
1 Introduction 1
2 Utility Theory 15
3 Random Utility Models 45
4 Statistical Methods 69
5 Multidimensional Signal Detection Theory 95
6 Sequential Sampling Models 121
7 Decision Field Theory 149
8 New Dynamic Preference Models 185
9 Experience-Based Choice 203
10 Decision Neuroscience of Choice 221
11 Quantum Choice Models 235
12 Future Directions 251
Notes 257
References 259
Index 283