Zakay, Dan2011-03-282011-03-281984Zakay, Dan. (1984). The relationship between preference strength and relative frequency of choice. Applied Psychological Measurement, 8, 207-211. doi:10.1177/014662168400800209doi:10.1177/014662168400800209https://hdl.handle.net/11299/101905Probability of choice is the primary method of measurement suggested by stochastic models of choice for validating decision-making models. It can be measured by relative frequency of choice (RF) or by preference strength (PS). It is suggested in this research that the relationship between PS values and RF values is not a linear but a cubic function, in the lower section of which RF is zero. In the middle, RF is monotonically related to PS, and in the upper section, RF is always 1.0. Twenty subjects performed decision tasks resulting in 400 pairs of PS and RF values. The hypothesized relationship between RF and PS was supported by the analyses. The methodological and theoretical implications are discussed.enArticle