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Studying Judgments and Decisions Made on the WebGary McClelland & Barbara FasoloUniversity of Colorado @ Boulder
Society for Judgment and Decision MakingNew Orleans, November 2000
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Nov 2000 JDM, New Orleans 2
MouseLab IDB (ca. 1990)
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Nov 2000 JDM, New Orleans 3
IDB—Options x Attributes
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Nov 2000 JDM, New Orleans 4
IDB—Attributes x Options
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IDB—46 x 5
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IDB—Continued
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Nov 2000 JDM, New Orleans 7
IDB—Still More
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Nov 2000 JDM, New Orleans 8
IDB—More Yet!
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Nov 2000 JDM, New Orleans 9
IDB—The 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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Nov 2000 JDM, New Orleans 13
EBA—Are You Sure?
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EBA & LEX
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WADD—Getting the Wts
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WADD—Weights & Values
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Weight Profiles
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WADD—Option Score
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MAUT—Tradeoffs
www.activebuyersguide.com
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MAUT—Global
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Collaborative Filtering• www.amazon.com
• movielens.umn.edu
• www.imdb.com
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Nov 2000 JDM, New Orleans 22
Data Collection• Server Log Files
• Messages Sent to Server by– HTML Forms– Javascript– Java
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219.den1.phoenixdsl.net - - [03/Oct/2000:23:22:27 -0600] "GET
/~mcclella/timer.html HTTP/1.1" 200 1358219.den1.phoenixdsl.net –
[03/Oct/2000:23:22:41 -0600] "GET/~mcclella/start.html HTTP/1.1" 200 975
219.den1.phoenixdsl.net - -[03/Oct/2000:23:22:59 -0600] "GET/~mcclella/another.html HTTP/1.1" 200 771
219.den1.phoenixdsl.net - -[03/Oct/2000:23:23:05 -0600] "GET/~mcclella/start.html HTTP/1.1" 200 975
219.den1.phoenixdsl.net - -[03/Oct/2000:23:23:13 -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