Concordia University
John Molson School of Business
Department of Marketing
Doctoral Seminar in Behavioral Decision Theory,
and Information Search
ADMI 830Z
Winter 2007
Professor: Dr. Gad Saad
Office: SGW, GM-building 300-29 Tel: 848-2424 (ext. 2900)
E-mail: gadsaad@jmsb.concordia.ca
Office Hours: to be determined and/or by appointment
Grading:
10%
30%
20%
40%
class participation
exam
oral presentations of self-selected readings
oral presentation of end-of-term project proposal (bonus: collection
of data)
Course Objectives:
The four key purposes of this course are:
1. to familiarize the students with the key foundations of behavioral decision theory;
Included here are demonstrations of violations of rational choice axioms, heuristics
and decision rules used and the corresponding biases;
2. to introduce the students to the key behavioral decision making movements
including contingent, adaptive and constructive decision making;
3. to cover key portions of the vast literature on information search but from a
process-tracing/behavioral perspective;
4. to cover other areas of interest including the application of evolutionary
psychology and associated notions such as ecological rationality in understanding
decision-making/consumer behavior;
COURSE OUTLINE (By Topics)
Week 1:
Introduction
Week 2:
Adaptive Decision Maker (Chapters 1-5)
Week 3:
Individual Differences in Decision Making Styles
Week 4:
Moderators of Information Search
Week 5:
Stopping Strategies & Distortion of Information
Week 6:
Violations of Rational Choice/Heuristics/Biases
Week 7:
Ecological Rationality & “Hot” Cognitions in Decision Making
Week 8:
Introduction to Evolutionary Psychology (EP)
Week 9:
Darwinian Modules I- Mating
Week 10:
Darwinian Modules II- Survival, Kin Selection, and Reciprocal Altruism
Week 11:
Applications of EP in Decision Making and Related Behavioral Disciplines
Week 12:
EXAM
Week 13:
Oral Presentations
REQUIRED READINGS
Week 1: Introduction
None required
Week 2: Adaptive Decision Making
Payne, J. W., Bettman, J. R., & Johnson, E. J. (1993). The Adaptive Decision Maker.
Cambridge University Press. Chapters 1-5.
Week 3: Individual Differences in Decision Making Styles
Thunholm, P. (2004). Decision-making style: habit, style or both? Personality and
Individual Differences, 36, 931-944.
König, C. J., & Kleinmann, M. (2004). Business before pleasure: no strategy for
procastinators? Personality and Individual Differences, 37, 1045-1057.
Chu, P. C., & Spires, E. E. (2003). Perceptions of accuracy and effort of decision
strategies. Organizational Behavior and Human Decision Processes, 91, 203-214.
Shiloh, S., & Rotem, E. (1994). What makes a good decision maker? Self and social
evaluations of decision making competence versus performance measures in a
simulated decision. Personality and Individual Differences, 17, 477-488.
Shiloh, S., Koren, S., & Zakay, D. (2001). Individual differences in compensatory
decision-making style and need for closure as correlates of subjective decision making
complexity and difficulty. Personality and Individual Differences, 30, 699-710.
Ferrari, J. R., & Dovidio, J. F. (2001). Behavioral information search by indecisives.
Personality and Individual Differences, 30, 1113-1123.
Week 4: Moderators of Information Search
Beatty, S. E., & Smith, S. M. (1987). External Search Effort: An Investigation Across
Several Product Categories, Journal of Consumer Research, 14, 83-95.
Bloch, P. H., Sherrell, D. L., & Ridgway, N. M. (1986). Consumer Search: An Extended
Framework. Journal of Consumer Research, 13, 119-126.
Brucks, M. (1985). The Effects of Product Class Knowledge on Information Search
Behavior. Journal of Consumer Research, 12 , 1-16.
Conway, M., & Giannopoulos, D. (1993). Dysphoria and Decision Making: Limited
Information Use for Evaluations of Multiattribute Targets. Journal of Personality and
Social Psychology, 64, 613-623.
Edland, A., & Svenson, O. (1993). Judgement and Decision Making under Time Pressure:
Studies and Findings. In Time Pressure and Stress in Human Judgement and
Decision Making, O. Svenson and A.J. Maule (eds.), New York: Plenum Press, 195214.
Verplanken, B., Hazenberg, P. T., & G. R. Palenewen (1992). Need for Cognition and
External Information Search Effort. Journal of Research in Personality, 26, 128136.
Week 5: Stopping Strategies (termination of search) & Distortion of Information
Todd, P. M. (in press). How much information do we need? European Journal of
Operational Research.
Browne, G. J., & Pitts, M. G. (2004). Stopping rule using information search in design
problems. Organizational Behavior and Human Decision Processes, 95, 208-224.
Aschenbrenner, K.M., Albert, D., & Schmalhofer, F. (1984). Stochastic Choice Heuristics.
Acta Psychologica, 56, 153-166.
Bockenholt, U., Albert, D., Aschenbrenner, M., & Schmalhofer, F. (1991). The Effects of
Attractiveness, Dominance, and Attribute Differences on Information Acquisition in
Multiattribute Binary Choice. Organizational Behavior and Human Decision
Processes, 49, 258-281.
Saad, G., & Russo, J. E., (1996). Stopping criteria in sequential choice. Organizational
Behavior and Human Decision Processes, 67, 258-270.
Russo, J. E., Medvec, V. H., & Meloy, M. G. (1996). The Distortion of Information
During Decisions. Organizational Behavior and Human Decision Processes, 66,
102-110.
Phillips, F. (2002). The distortion of criteria after decision-making. Organizational
Behavior and Human Decision Processes, 88, 769-784.
Svenson, O. (1992). Differentiation and Consolidation Theory of Human Decision
Making: A Frame of Reference for the Study of Pre- and Post-Decision Processes.
Acta Psychologica, 80, 143-168.
Week 6: Violations of Rational Choice, Heuristics, and Biases
Grether, D. M., & Plott, C. R. (1979). Economic Theory of Choice and the Preference
Reversal Phenomenon. American Economic Review, 69, 623-638.
Huber, J., Payne, J. W., & Puto, C. (1982). Adding Asymmetrically Dominated
Alternatives: Violations of Regularity and the Similarity Hypothesis. Journal of
Consumer Research, 9, 90-98.
Kahneman, D., & Tversky, A. (1979). Prospect Theory: An Analysis of Decision Under
Risk. Econometrica, 47, 263-291.
Slovic, P. (1975). Choice Between Equally-Valued Alternatives. Journal of Experimental
Psychology: Human Perception and Performance, 1, 280-287.
Tversky, A. (1969). Intransitivity of Preferences. Psychological Review, 76, 31-48.
Tversky, A., & Kahneman, D. (1984). Judgment Under Uncertainty: Heuristics and
Biases. In Judment Under Uncertainty: Heuristics and Biases, D. Kahneman, P.
Slovic and A. Tversky (eds.), Cambridge University Press, 3-20.
Tversky, A., & Kahneman, D. (1986). Rational Choice and the Framing of Decisions.
Journal of Business, 59, S251-S278.
Week 7: Ecological Rationality and “Hot” Cognitions in Decision Making
Gigerenzer, G. and Todd, P. M. (1999). Fast and Frugal Heuristics: The Adaptive
Toolbox. In Simple Heuristics That Make Us Smart (pp. 3-34), Gigerenzer, G., Todd,
P. M. and the ABC Research Group. (eds.). New York: Oxford University Press.
Hutchinson, J. M. C., & Gigerenzer, G. (2005). Simple heuristics and rules of thumb:
where psychologists and behavioural biologists might meet. Behavioural Processes,
69, 97-124.
Goldstein, D. G., & Gigerenzer, G. (2002). Models of ecological rationality. Psychological
Review, 109, 75-90.
Ariely, D., & Loewenstein, G. (in press). The Heat of the Moment: The Effect of Sexual
Arousal on Sexual Decision Making. Journal of Behavioral Decision Making.
Wilson, M., & Daly, M. (2004). Do pretty women inspire men to discount the future?
Proceedings of the Royal Society of London: Series B (Suppl.), 271, S177-S179.
Winkielman, P., & Berridge, K. (2003). Irrational wanting and subrational liking: How
rudimentary motivational and affective processes shape preferences and choices.
Political Psychology, 24, 657-680.
Mellers, B. A., & McGraw, A. P. (2001). Anticipated emotions as guides to choice.
Current Directions in Psychological Science, 10, 210-214.
Lozano, D. I., Crites, S. L., & Aikman, S. N. (1999). Changes in food attitudes as a
function of hunger. Appetite, 32, 207-218.
Loewenstein, G. (1996). Out of Control: Visceral Influences on Behavior. Organizational
Behavior and Human Decision Processes, 65, 272-292.
Week 8: Introduction to Evolutionary Psychology (EP)
Tooby, J., & Cosmides, L. (1992). The Psychological Foundations of Culture. The
Adapted Mind: Evolutionary Psychology and the Generation of Culture, J. H.
Barkow, L. Cosmides, & J. Tooby (Eds.), Oxford University Press: New York, 19136.
Tooby, J., & Cosmides, L. (1990). The past explains the present: Emotional adaptations and
the structure of ancestral environments. Ethology and Sociobiology, 11, 375-424.
Buss, D. M. (1995). Evolutionary psychology: A new paradigm for psychological science.
Psychological Inquiry, 6, 1-30.
Buss, D. (1996). The Evolutionary Psychology of Human Social Strategies. In E. Tory
Higgins & A. W. Kruglanski (Eds.), Social Psychology: Handbook of Basic Principles,
New York: Guilford, 3-38.
Ketelaar, T., & Ellis, B. J. (2000). Are Evolutionary Explanations Unfalsifiable?
Evolutionary Psychology and the Lakatosian Philosophy of Science. Psychological
Inquiry, 11, 1-21.
Cooper, W. S. (1987). Decision Theory as a Branch of Evolutionary Theory: A
Biological Derivation of Savage Axioms. Psychological Review, 94, 395-411.
Week 9: Domain-Specific Decision Making- Mating
Todd, P. M., & Miller, G. F. (1999). From pride and prejudice to persuasion: satisficing in
mate search. In G. Gigerenzer, P. M. Todd, & the ABC Research Group (Eds.), Simple
Heuristics That Make Us Smart, (pp. 287-308), New York: Oxford University Press.
Trivers, R. L. (1972). Parental investment and sexual selection. In B. Campbell (Ed.),
Sexual selection and descent of man: 1871-1971 (pg. 136-179). Chicago: Aldine.
Buss, D. M., & Schmitt, D. P. (1993). Sexual strategies theory: An evolutionary perspective
on human mating. Psychological Review, 100, 204-232.
Gangestad, S. W., & Thornhill, R. (1998). Menstrual cycle variation in women's
preferences for the scent of symmetrical men. Proceedings of the Royal Society of
London. Series B, Biological Sciences, 265, 927-33.
Hughes, S. M., Dispenza, F., & Gallup, Jr., G. G. (2004). Ratings of voice attractiveness
predict sexual behavior and body configuration. Evolution and Human Behavior, 25,
295-304.
Singh, D. (1993). Adaptive significance of waist-to-hip ratio and female physical
attractiveness. Journal of Personality and Social Psychology, 65, 293-307.
Week 10: Domain-Specific Decision-Making II – Survival, Kin Selection, &
Reciprocal Altruism
Trivers, R. L. (1971). The evolution of reciprocal altruism. Quarterly Review of Biology,
46, 35-57.
Cosmides, L. (1989). The logic of social exchange: Has natural selection shaped how
humans reason? Studies with the Wason selection task. Cognition, 31, 187-276.
Yamagishi, T., Tanida, S., Mashima, R., Shimoma, E., & Kanazawa, S. (2003). You can
judge a book by its cover: Evidence that cheaters may look different from cooperators.
Evolution and Human Behavior, 24, 290-301.
Jankowiak, W., & Diderich, M. (2000). Sibling solidarity in a polygamous community in
the USA: Unpacking inclusive fitness. Evolution and Human Behavior, 21, 125-139.
Zvoch, K. (1999). Family type and investment in education: A comparison of genetic and
stepparent families. Evolution and Human Behavior, 20, 453-464.
Euler, H. A., & Weitzel, B. (1996). Discriminative grandparental solicitude as reproductive
strategy. Human Nature, 7, 39-59.
Smith, M. S., Kish, B. J., & Crawford, C. B. (1987). Inheritance of wealth as human kin
investments. Ethology and Sociobiology, 8, 171-182.
Burnstein, E., Crandall, C., & Kitayama, S. (1994). Some Neo-Darwinian Rules for
Altruism: Weighing Cues for Inclusive Fitness as a Function of the Biological
Importance of the Decision. Journal of Personality and Social Psychology, 67, 773789.
Week 11: Applications of EP in Decision Making and Related Fields
Saad, G. (forthcoming). Applying Evolutionary Psychology in Understanding the
Darwinian Roots of Consumption Phenomena. Managerial and Decision Economics.
Saad, G., & Peng. A. (forthcoming). Applying Evolutionary Psychology in Designing
Effective Intervention Strategies: The Case of Sun Tanning. Psychology & Marketing.
Saad, G., Gill, T., & Nataraajan, R. (2005). Are Laterborns more Innovative and NonConforming Consumers than Firstborns? A Darwinian Perspective. Journal of Business
Research, 58, 902-909.
Saad, G., & Gill, T. (2003). An Evolutionary Psychology Perspective on Gift-Giving
Among Young Adults. Psychology & Marketing, 20, 765-784.
Colarelli, S. M., & Dettman, J. R. (2003). Intuitive evolutionary perspectives in marketing
practices. Psychology & Marketing, 20, 837-865.
Saad, G. & Gill, T. (2001). Sex differences in the ultimatum game: An evolutionary
psychology perspective. Journal of Bioeconomics, 3, 171-193.
Saad, G., & Gill, T. (2000). Applications of Evolutionary Psychology in Marketing.
Psychology and Marketing, 17, 1005-1034.
Week 12:
EXAM
Week 13:
ORAL PRESENTATIONS (Projects)
Structure of each lecture:
- 60-75 minutes of lecturing/discussion of assigned material;
- 15 minutes break;
- weekly student presentations (20-30 minutes long);
- remainder of class (if time available) will be spent discussing the end-of-term projects;
Exam:
- You are responsible for all assigned readings and all other material covered in class.
- The exam will consist of short essays.
Presentations of Self-Selected Readings:
- All of the PhD students will ultimately have to orally defend their dissertation in front of
an audience. In light of the above and given that most employers (in academia and/or in
industry) place communications skills as a top priority in prospective employees, this
course will require students to make oral presentations typically once every two weeks.
- In each of weeks 3 throught 11, students will make 20-30 minute presentations of a selfchosen paper. Students can choose any empirical paper that was cited in the assigned
readings of that week.
- In week 2 (time permitting), I shall present one of my papers as an example of the
structure to be followed when presenting the self-chosen papers.
- typically, the presentation will have the following structure:
statement of problem -> literature review -> hypotheses -> procedure -> results ->
conclusion -> student's evaluation of the study (i.e., its strengths and weaknesses, ways to
improve it, etc.)
Project Presentation:
- 30 minute time-limit;
- structure should be similar to that used in the weekly presentations;
Evaluation of Presentations:
- Each presentation will be judged on the following dimensions:
1) clarity
2) completeness (covered satisfactorily all of the major headings)
3) content (e.g., mastery of the material etc.)
4) organization
- each item will be scored on a 10-point scale: very poor to very good;
Project:
Identify a topic within decision making that interests you, conduct a detailed literature
review of the area followed by a proposal for an original study;
BONUS: conducting the proposed study (i.e., running the experiment, analyzing the data
etc.)
Evaluation of Project:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
How creative the problem is;
How ambitious the problem is;
How well the problem is motivated;
How thorough and complete the literature review is;
Originality of the proposed hypotheses;
Appropriateness of the proposed procedure (data collection technique, measures used);
Theoretical and practical implications of the proposed study;
Grammar and spelling;
Clarity and conciseness of writing;
Overall performance;
- each item will be scored on a 10-point scale: very poor to very good;
BONUS (for running the study and analyzing the data: Up to 10 additional points