Abstract
People judge or make decisions in various situations in complex social settings (Fischhoff, 1996; Klein, Orasanu, Calderwood, & Zsambok, 1993). Utility theory is a representative system for explaining various decision making phenomena. It uses mathematical methods and is introduced frequently in consumer activity research in the field of political economy. Although utility theory can explain most decision making phenomena, it cannot completely explain contingent decision making due to problem description (e.g., Tversky & Kahneman, 1981), decision procedure (e.g., Tversky, Slovic, & Kahneman, 1990), and external task factors (e.g., Payne, Bettman, & Johnson, 1993; Selart, 1997). For example, as Tversky and Kahneman (1981) illustrate, even if the completely same alternatives are formed in the same objective situation, the decision made may be different, depending on the way in which a mental representation is created.
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Takemura, K. (2001). Contingent Decision Making in the Social World: The “Mental Ruler” Model. In: Allwood, C.M., Selart, M. (eds) Decision Making: Social and Creative Dimensions. Springer, Dordrecht. https://doi.org/10.1007/978-94-015-9827-9_8
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DOI: https://doi.org/10.1007/978-94-015-9827-9_8
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