The Drift Diffusion Model Can Account for the Accuracy and Reaction Time of Value-Based Choices Under High and Low Time Pressure

Judgment and Decision Making, vol. 5, no. 6, October 2010, pp. 437-449

13 Pages Posted: 2 Aug 2011 Last revised: 3 Apr 2016

See all articles by Milica Milosavljevic Mormann

Milica Milosavljevic Mormann

Southern Methodist University (SMU) - Marketing Department

Jonathan Malmaud

California Institute of Technology

Alexander Huth

California Institute of Technology

Christof Koch

California Institute of Technology - Division of Biology

Antonio Rangel

California Institute of Technology

Date Written: October 1, 2010

Abstract

An important open problem is how values are compared to make simple choices. A natural hypothesis is that the brain carries out the computations associated with the value comparisons in a manner consistent with the Drift Diffusion Model (DDM), since this model has been able to account for a large amount of data in other domains. We investigated the ability of four different versions of the DDM to explain the data in a real binary food choice task under conditions of high and low time pressure. We found that a seven-parameter version of the DDM can account for the choice and reaction time data with high-accuracy, in both the high and low time pressure conditions. The changes associated with the introduction of time pressure could be traced to changes in two key model parameters: the barrier height and the noise in the slope of the drift process.

Keywords: drift-diffusion model, value-based choice, response time, eye-tracking, consumer, mimimum RT

Suggested Citation

Mormann, Milica Milosavljevic and Malmaud, Jonathan and Huth, Alexander and Koch, Christof and Rangel, Antonio, The Drift Diffusion Model Can Account for the Accuracy and Reaction Time of Value-Based Choices Under High and Low Time Pressure (October 1, 2010). Judgment and Decision Making, vol. 5, no. 6, October 2010, pp. 437-449 . Available at SSRN: https://ssrn.com/abstract=1901533 or http://dx.doi.org/10.2139/ssrn.1901533

Milica Milosavljevic Mormann (Contact Author)

Southern Methodist University (SMU) - Marketing Department ( email )

United States

Jonathan Malmaud

California Institute of Technology ( email )

Pasadena, CA 91125
United States

Alexander Huth

California Institute of Technology ( email )

Pasadena, CA 91125
United States

Christof Koch

California Institute of Technology - Division of Biology ( email )

Pasadena, CA 91125
United States

Antonio Rangel

California Institute of Technology ( email )

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