Studying Judgments and Decisions Made on the Web

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Studying Judgments and Decisions Made on the
Web Gary McClelland Barbara Fasolo University
of Colorado _at_ Boulder Society for Judgment and
Decision Making New Orleans, November 2000
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MouseLab IDB (ca. 1990)
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IDBOptions x Attributes
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IDBAttributes x Options
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IDB46 x 5
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IDBContinued
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IDBStill More
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IDBMore Yet!
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IDBThe End
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Winnowing Options

• Specifying Attribute Cutoffs (EBA)
• Sorting along Attributes (LEX)
• Weighting Attributes (WADD)
• Measuring Tradeoffs (MAUT)
• Computing Option Score

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Elimination-by-Aspects
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Elimination-by-Aspects
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EBAAre You Sure?
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EBA LEX
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WADDGetting the Wts
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WADDWeights Values
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Weight Profiles
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WADDOption Score
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MAUTTradeoffs
www.activebuyersguide.com
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MAUTGlobal
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Collaborative Filtering

• www.amazon.com
• movielens.umn.edu
• www.imdb.com

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Data Collection

• Server Log Files
• Messages Sent to Server by
• HTML Forms
• Javascript
• Java

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(No Transcript)
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219.den1.phoenixdsl.net - - 03/Oct/200023222
7 -0600 "GET /mcclella/timer.html HTTP/1.1"
200 1358 219.den1.phoenixdsl.net
03/Oct/2000232241 -0600 "GET /mcclella/s
tart.html HTTP/1.1" 200 975 219.den1.phoenixdsl.ne
t - - 03/Oct/2000232259 -0600
"GET /mcclella/another.html HTTP/1.1" 200
771 219.den1.phoenixdsl.net - - 03/Oct/2000232
305 -0600 "GET /mcclella/start.html HTTP/1.1"
200 975 219.den1.phoenixdsl.net -
- 03/Oct/2000232313 -0600
"GET /mcclella/end.html HTTP/1.1" 200 484
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Online Auctions
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Bidding Logs
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Bid Bursts on eBay
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Friendly and Unfriendly
r.5
r-.3
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Link to Experiment
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PI and Attribute Correlation
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Conclusions

• Important and real JDM being done on the Web
• JDM on the Web leaves lots of traces
• JDM Researchers ought to be studying JDM on the
  Web