Abstract

http://ssrn.com/abstract=929927
 
 

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The Majority Rule in Individual Decision Making


Jiao Zhang


University of Chicago - Booth School of Business

Christopher K. Hsee


University of Chicago - Booth School of Business

Zhixing Xiao


China Europe International Business School (CEIBS)


Organizational Behavior and Human Decision Processes, 2006

Abstract:     
This research investigates an understudied decision heuristic, the majority rule. By using the rule, decision makers choose the option superior on most of the available cues. Cues are broadly defined, including advisors and attributes. We propose that decision makers are more likely to use the majority rule when encouraged to employ intra-cue comparison as opposed to intra-option integration, and that their choices are influenced by factors that influence which option appears majority superior. We corroborate the two propositions in four studies. In Studies 1 and 2, we explore two factors that moderate use of the majority rule through facilitating intra-cue comparison or intra-option integration - response mode and information display format. In Studies 3 and 4, we explore two factors that influence choice through influencing which option appears majority-superior - cue-unpacking and cue-regrouping.

Number of Pages in PDF File: 10

Keywords: multi-attribute choice, decision heuristics

JEL Classification: D81, D11, D12, D91

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Date posted: October 11, 2006  

Suggested Citation

Zhang, Jiao and Hsee, Christopher K. and Xiao, Zhixing, The Majority Rule in Individual Decision Making. Organizational Behavior and Human Decision Processes, 2006. Available at SSRN: http://ssrn.com/abstract=929927

Contact Information

Jiao Zhang
University of Chicago - Booth School of Business ( email )
5807 S. Woodlawn Avenue
Chicago, IL 60637
United States
Christopher K. Hsee (Contact Author)
University of Chicago - Booth School of Business ( email )
5807 S. Woodlawn Avenue
Chicago, IL 60637
United States
Zhixing Xiao
China Europe International Business School (CEIBS) ( email )
Shanghai-Hongfeng Road
Shanghai 201206
Shanghai 201206
China
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