Computational Model of Preference Reversal in Judgment and Choice

In judgment and choice, indetermination preference of the decision maker often give rise to preference reversal, which is a marked discrepancy between the preferences derived from choice and from matching judgments, thus violating traditional decision theories. The construction of preference is analyzed on psychological tests and the cause of preference reversal is discussed. To account for such effect, a computational model of preference reversal in judgment and choice is developed. The simulation results show that the model captures several consistent empirical findings.