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The Adaptive Decision Maker Paperback – May 28, 1993

2 customer reviews
ISBN-13: 978-0521425261 ISBN-10: 0521425263 Edition: 1st

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Editorial Reviews


"The Adaptive Decision Maker provides a compelling overview of the empirical results and conceptual framework that the authors have been pursuing in their research program over the last fifteen years. The effort-accuracy framework represents an attempt to shift the research agenda from demonstrations of `irrationality' in the form of heuristics and biases to an understanding of the causal mechanisms underlying the behavior...a significant work for the field of behavioral decision making as a whole." John Carroll, Massachusetts Institute of Technology

"...a framework for showing that an accuracy-effort approach to understanding how people decide to decide is a powerful one for understanding decision-making processes." Marketing News

"...The effort-accuracy perspective outlined in this book has considerable merit as a model of how decision makers cope with cognitive limitations. As such, it provides insight about where and when decision heuristics will produce errors...provides a valuable contribution to our grasp of these issues." Contemporary Psychology

"...a unique work in the study of human decision processes. The book is suitable reading for researchers and graduate students who study decision making from either a descriptive or normative perspective. It would also serve as an excellent source of discussion in graduate and advanced undergraduate seminars in decision research." Andre Kushniruk, Journal of Mathematical Psychology

"...highlights the intricacies of choice environments and demonstrates how we can begin to systematically assess the usefulness of various heuristics both to understand and to improve human decision making." Sandra L. Schneider, American Journal of Psychology

Book Description

Arguing that people use a variety of strategies when making judgments and choices, this study demonstrates how decision makers balance effort and accuracy considerations and predicts which strategy will be used in a given situation.


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Product Details

  • Paperback: 348 pages
  • Publisher: Cambridge University Press; 1 edition (May 28, 1993)
  • Language: English
  • ISBN-10: 0521425263
  • ISBN-13: 978-0521425261
  • Product Dimensions: 6.1 x 0.8 x 9.2 inches
  • Shipping Weight: 1.3 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #197,761 in Books (See Top 100 in Books)

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9 of 10 people found the following review helpful By A Customer on June 13, 2000
Format: Paperback
A book worth reading to develop an insight on the principles that guide consumer information processing and selection of relevant decision strategies in various choice environments. The framework that is presented here is both intuitively appealing and useful in guiding marketing thought and practice. The book itself is written to appeal to multiple classes of readers, i.e., general interest readers, academics, and practicing professionals. The underlying notions of consumer decision making based on adaptive behavior; and information processing based on "bounded rationality" are presented within a well-researched framework. The book is developed to provide useful insights on decision behavior emerging from various disciplinary orientations like, the behavioral sciences, cognitive psychology, consumer studies, and marketing among others. The framework proposed is well applied in everyday decision situations that pertain to businesses and consumers. The authors themselves are renowned researchers in their fields and therefore provide invaluable insight on adaptive consumer behavior and the limitations of human information processing.
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5 of 6 people found the following review helpful By H. Arsham on November 2, 2004
Format: Paperback
The book, The Adaptive Decision Maker is a compilation of the views of the authors, along with the views of other authors as expressed through their works. This book provides information as to what strategies individuals use to make decisions in many different situations they are faced with. Ultimately, they believe that decision-making strategies are contingent upon a variety of task, context, and individual difference factors. Their research shows that individuals are generally adaptive in their responses to different decision situations. The authors also show situations in which decision makers may not be adaptive. They conclude the book by providing insights about how to improve decisions and about opportunities for future research.

The first topic the book covers is flexibility in decision-making. Here, they explain that many social factors can influence decision-making. They believe that when an individual makes a decision, he or she may feel accountable to others such as family members or superiors in a business organization. I agree with this standpoint, however, it is important to remember that these same social factors affect their family members and others in their business organization when they make decisions. A more important fact to me is to what extent different people are affected by social factors.

The book then goes into depth on the different strategies that individuals use when making decisions. These stem from compensatory versus no compensatory, consistent versus selective processing, amount of processing, alternative-based versus attribute-base processing, formation of evaluations, and quantitative versus qualitative reasoning.
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