Current policy-capturing models scale the levels of
the predictor cues on the basis of normative data collected
on a group of subjects. Two studies were conducted
to determine whether the performance of these
models would be improved by scaling cue values individually
for each decision maker. The results of these
studies confirmed the hypothesis that the scaling of
stimulus cues for each decision maker results in a
judgment model that is much more successful in reproducing
the decision maker’s responses than models
employing the same cue scales for all decision makers.
Additionally, it was found that the relative performances
of models based on regression weights and
those models that employ weights generated by the
subject are heavily dependent on methodological variables.
It is concluded that if there is to be an understanding
of the way people utilize information, not
only must there be concern about variable weighting,
but there must also be consideration of the subjective
experience the individual decision maker has with respect
to the levels of each variable.
Cotton, Bill, Jacobs, Rick & Grogan, Janet. (1983). Use of individually scaled versus normatively scaled predictor cues in policy-capturing research. Applied Psychological Measurement, 7, 159-171. doi:10.1177/014662168300700204
Cotton, Bill; Jacobs, Rick; Grogan, Janet.
Use of individually scaled versus normatively scaled predictor cues in policy-capturing research.
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