A Comparison of Single-Step and Multiple-Step Transition Analyses of Multiattribute Decision Strategies

Evaluating information is a fundamental component of multiattribute decision making that can be guided by one of many cognitive strategies. Considerable research has examined the factors that influence strategy selection; however, the identification of strategies remains problematic. The search sequence or transitions that a decision maker uses when searching a matrix of decision information can provide important clues to the strategy guiding the processing of decision information. The most common form of strategy analysis is to examine each transition from one piece of information to the next to establish whether these transitions are primarily alternative or attribute based. However, the resulting single-step transition indices often restrict strategy identification to a quantitative measure of compensatoriness and were found to provide conflicting results for the same search data. The current paper proposes a multiple-step transition analysis that records more complex, longer transitions to provide a multivariate profile of the strategy. Empirical support for the advantages of a multiple-step transition analysis over single-step transition indices is also provided.