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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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MouseLab IDB (ca. 1990)

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IDB—Options x Attributes

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IDB—Attributes x Options

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IDB—46 x 5

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IDB—Continued

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IDB—Still More

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IDB—More Yet!

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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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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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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