Related Experiment Video
Updated: May 8, 2026

13:04
Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods
Published on: September 19, 2012
Why we should talk about option generation in decision-making research
Annemarie Kalis1, Stefan Kaiser, Andreas Mojzisch
1Department of Philosophy, Utrecht University Utrecht, Netherlands.
Frontiers in Psychology
|August 30, 2013
Summary
This study defines "option" and "option generation" to highlight their importance in decision-making research. Understanding how people create choices is crucial for a complete picture of human decision-making.
Area of Science:
- Cognitive Psychology
- Decision-Making Science
Background:
- Traditional decision-making studies often assume pre-defined choices.
- Real-world decision-making frequently involves generating options rather than selecting from given ones.
Purpose of the Study:
- To systematically define "option" and "option generation" for decision-making research.
- To establish the necessity and distinctness of option generation in psychological constructs.
- To provide a foundational framework for studying option generation across diverse decision-making contexts.
Main Methods:
- Conceptual analysis and definition development.
- Literature review of existing decision-making and psychological research.
- Theoretical integration of option generation with established psychological concepts.
Main Results:
- Proposed clear definitions for "option" and "option generation."
- Demonstrated the relationship between option generation and other psychological constructs.
- Argued for the significance and distinct nature of option generation.
Conclusions:
- Option generation is a critical, often overlooked, component of human decision-making.
- The proposed definitions offer a basis for future empirical research on how individuals generate choices.
- Recognizing option generation enhances our understanding of the decision-making process.
Related Concept Videos
Decision Making
Decision-making is a fundamental cognitive process that involves evaluating alternatives and selecting among them. This process can range from simple choices, such as deciding what to wear, to complex decisions, like choosing a major in college or a career path. The complexity of the decision often dictates the approach we use, which can be broadly categorized into two types: automatic and controlled decision-making.
Automatic decision-making is fast, intuitive, and relies on gut feelings...
Automatic decision-making is fast, intuitive, and relies on gut feelings...
Decision Making: Traditional Method
The process of hypothesis testing based on the traditional method includes calculating the critical value, testing the value of the test statistic using the sample data, and interpreting these values.
First, a specific claim about the population parameter is decided based on the research question and is stated in a simple form. Further, an opposing statement to this claim is also stated. These statements can act as null and alternative hypotheses, out of which a null hypothesis would be a...
First, a specific claim about the population parameter is decided based on the research question and is stated in a simple form. Further, an opposing statement to this claim is also stated. These statements can act as null and alternative hypotheses, out of which a null hypothesis would be a...
Decision Making: P-value Method
The process of hypothesis testing based on the P-value method includes calculating the P- value using the sample data and interpreting it.
First, a specific claim about the population parameter is proposed. The claim is based on the research question and is stated in a simple form. Further, an opposing statement to the claim is also stated. These statements can act as null and alternative hypotheses: a null hypothesis would be a neutral statement while the alternative hypothesis can have a...
First, a specific claim about the population parameter is proposed. The claim is based on the research question and is stated in a simple form. Further, an opposing statement to the claim is also stated. These statements can act as null and alternative hypotheses: a null hypothesis would be a neutral statement while the alternative hypothesis can have a...
Reason and Intuition
The human brain processes information for decision-making using one of two routes: an intuitive system and a rational system (Epstein, 1994; popularized by Kahneman, 2011 as System 1 and System 2, respectively). The intuitive system is quick, impulsive, and operates with minimal effort, relying on emotions or habits to provide cues for what to do next, while the rational system is logical, analytical, deliberate, and methodical. Research in neuropsychology suggests that the brain can only use...
The Availability Heuristic
A heuristic is a general problem-solving framework (Tversky & Kahneman, 1974). You can think of these as mental shortcuts that are used to solve problems. Different types of heuristics are used in different types of situations, and the impulse to use a heuristic occurs when one of five conditions is met (Pratkanis, 1989):
Factorial Design
Factorial Analysis is an experimental design that applies Analysis of Variance (ANOVA) statistical procedures to examine a change in a dependent variable due to more than one independent variable, also known as factors. Changes in worker productivity can be reasoned, for example, to be influenced by salary and other conditions, such as skill level. One way to test this hypothesis is by categorizing salary into three levels (low, moderate, and high) and skills sets into two levels (entry level...
