Discrete choice experiments—selecting the best and/or worst from a set of options—are increasingly used to provide more efficient and valid measurement of attitudes or preferences than conventional methods such as Likert scales. Discrete choice data have traditionally been analyzed with random utility models that have good measurement properties but provide limited insight into cognitive processes. We extend a well-established cognitive model, which has successfully explained both choices and response times for simple decision tasks, to complex, multi-attribute discrete choice data. The (...) fits, and parameters, of the extended model for two sets of choice data (involving patient preferences for dermatology appointments, and consumer attitudes toward mobile phones) agree with those of standard choice models. The extended model also accounts for choice and response time data in a perceptual judgment task designed in a manner analogous to best–worst discrete choice experiments. We conclude that several research fields might benefit from discrete choice experiments, and that the particular accumulator-based models of decision making used in response time research can also provide process-level instantiations for random utility models. (shrink)

For decisions between many alternatives, the benchmark result is Hick's Law: that response time increases log-linearly with the number of choice alternatives. Even when Hick's Law is observed for response times, divergent results have been observed for error rates—sometimes error rates increase with the number of choice alternatives, and sometimes they are constant. We provide evidence from two experiments that error rates are mostly independent of the number of choice alternatives, unless context effects induce participants to trade speed for accuracy (...) across conditions. Error rate data have previously been used to discriminate between competing theoretical accounts of Hick's Law, and our results question the validity of those conclusions. We show that a previously dismissed optimal observer model might provide a parsimonious account of both response time and error rate data. The model suggests that people approximate Bayesian inference in multi-alternative choice, except for some perceptual limitations. (shrink)