Dataset Information

A range-normalization model of context-dependent choice: a new model and evidence.

ABSTRACT: Most utility theories of choice assume that the introduction of an irrelevant option (called the decoy) to a choice set does not change the preference between existing options. On the contrary, a wealth of behavioral data demonstrates the dependence of preference on the decoy and on the context in which the options are presented. Nevertheless, neural mechanisms underlying context-dependent preference are poorly understood. In order to shed light on these mechanisms, we design and perform a novel experiment to measure within-subject decoy effects. We find within-subject decoy effects similar to what have been shown previously with between-subject designs. More importantly, we find that not only are the decoy effects correlated, pointing to similar underlying mechanisms, but also these effects increase with the distance of the decoy from the original options. To explain these observations, we construct a plausible neuronal model that can account for decoy effects based on the trial-by-trial adjustment of neural representations to the set of available options. This adjustment mechanism, which we call range normalization, occurs when the nervous system is required to represent different stimuli distinguishably, while being limited to using bounded neural activity. The proposed model captures our experimental observations and makes new predictions about the influence of the choice set size on the decoy effects, which are in contrast to previous models of context-dependent choice preference. Critically, unlike previous psychological models, the computational resource required by our range-normalization model does not increase exponentially as the set size increases. Our results show that context-dependent choice behavior, which is commonly perceived as an irrational response to the presence of irrelevant options, could be a natural consequence of the biophysical limits of neural representation in the brain.

SUBMITTER: Soltani A

PROVIDER: S-EPMC3400579 | biostudies-literature | 2012

REPOSITORIES: biostudies-literature

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A range-normalization model of context-dependent choice: a new model and evidence.

Soltani Alireza A De Martino Benedetto B Camerer Colin C

PLoS computational biology 20120719 7

Most utility theories of choice assume that the introduction of an irrelevant option (called the decoy) to a choice set does not change the preference between existing options. On the contrary, a wealth of behavioral data demonstrates the dependence of preference on the decoy and on the context in which the options are presented. Nevertheless, neural mechanisms underlying context-dependent preference are poorly understood. In order to shed light on these mechanisms, we design and perform a novel ...[more]

PMID: 22829761

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Project description:Foraging animals typically encounter opportunities that they either pursue or skip, but occasionally meet several alternatives simultaneously. Behavioural ecologists predict preferences using absolute properties of each option, while decision theorists focus on relative evaluations at the time of choice. We use European starlings (Sturnus vulgaris) to integrate ecological reasoning with decision models, linking and testing hypotheses for value acquisition and choice mechanism. We hypothesise that options' values depend jointly on absolute attributes, learning context, and subject's state. In simultaneous choices, preference could result either from comparing subjective values using deliberation time, or from processing each alternative independently, without relative comparisons. The combination of the value acquisition hypothesis and independent processing at choice time has been called the Sequential Choice Model. We test this model with options equated in absolute properties to exclude the possibility of preference being built at the time of choice. Starlings learned to obtain food by responding to four stimuli in two contexts. In context [AB], they encountered options A5 or B10 in random alternation; in context [CD], they met C10 or D20. Delay to food is denoted, in seconds, by the suffixes. Observed latency to respond (Li) to each option alone (our measure of value) ranked thus: LA≈LC<LB<<LD, consistently with value being sensitive to both delay and learning context. We then introduced simultaneous presentations of A5 vs. C10 and B10 vs. C10, using latencies in no-choice tests to predict sign and strength of preference in pairings. Starlings preferred A5 over C10 and C10 over B10. There was no detectable evaluation time, and preference magnitude was predictable from latency differentials. This implies that value reflects learning rather than choice context, that preferences are not constructed by relative judgements at the time of choice, and that mechanisms adapted for sequential decisions are effective to predict choice behaviour.

Dataset Information

A range-normalization model of context-dependent choice: a new model and evidence.

Publications

A range-normalization model of context-dependent choice: a new model and evidence.

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