A componential analysis of cognitive effort in choice

Journal Article (Journal Article)

We examine the effort required to execute decision strategies and propose a set of elementary information processes (EIPs) (e.g., reads, additions, comparisons) as a common language for describing these strategies. Based upon these component processes, a model for measuring the effort required to execute a decision strategy is proposed which suggests that effort is a weighted sum of EIPs. We test several variants of this model by attempting to predict decision latencies and subjective reports of effort. The proposed weighted EIP model provides good predictions for response time and subjective effort, and estimates of the time and effort associated with each EIP seem plausible and consistent with those found in other cognitive tasks. The time and effort required by each EIP do not vary substantially across rules; however, there are significant individual differences. On balance, the EIP approach to conceptualizing and measuring the effort of executing a choice strategy receives strong support. © 1990.

Full Text

Duke Authors

Cited Authors

  • Bettman, JR; Johnson, EJ; Payne, JW

Published Date

  • January 1, 1990

Published In

Volume / Issue

  • 45 / 1

Start / End Page

  • 111 - 139

International Standard Serial Number (ISSN)

  • 0749-5978

Digital Object Identifier (DOI)

  • 10.1016/0749-5978(90)90007-V

Citation Source

  • Scopus