Related Experiment Video
Updated: Jul 13, 2025

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods
Published on: September 19, 2012
Risky decisions are influenced by individual attributes as a function of risk preference
Douglas G Lee1, Marco D'Alessandro2, Pierpaolo Iodice3
1Tel Aviv University, School of Psychological Sciences, Tel Aviv, Israel; Institute of Cognitive Sciences and Technologies, National Research Council, Rome, Italy.
Abstract:
It has long been assumed in economic theory that multi-attribute decisions involving several attributes or dimensions - such as probabilities and amounts of money to be earned during risky choices - are resolved by first combining the attributes of each option to form an overall expected value and then comparing the expected values of the alternative options, using a unique evidence accumulation process. A plausible alternative would be performing independent comparisons between the individual attributes and then integrating the results of the comparisons afterwards. Here, we devise a novel method to disambiguate between these types of models, by orthogonally manipulating the expected value of choice options and the relative salience of their attributes. Our results, based on behavioral measures and drift-diffusion models, provide evidence in favor of the framework where information about individual attributes independently impacts deliberation. This suggests that risky decisions are resolved by running in parallel multiple comparisons between the separate attributes - possibly alongside an additional comparison of expected value. This result stands in contrast with the assumption of standard economic theory that choices require a unique comparison of expected values and suggests that at the cognitive level, decision processes might be more distributed than commonly assumed. Beyond our planned analyses, we also discovered that attribute salience affects people of different risk preference type in different ways: risk-averse participants seem to focus more on probability, except when monetary amount is particularly high; risk-neutral/seeking participants, in contrast, seem to focus more on monetary amount, except when probability is particularly low.
Related Concept Videos
Decision Making
Automatic decision-making is fast, intuitive, and relies on gut feelings...
Reason and Intuition
Decision Making: Traditional Method
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
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...
Attribution Theory
Fundamental Attribution Error

