Multiattribute Dyadic Choice: Models and Tests

Three models for resolving a cooperative, dyadic choice problem are formulated and solved. Solutions are presented in n-dimensional attribute space (versus the utility plane) to focus on cognitive conflict between decision makers rather than on goal conflict. Forecasts from the models are compared in a choice experiment. All three models outperform chance in predicting a dyad's first choice, but the nonzero reference point model best predicts second through nth places—a desirable feature for product positioning applications. Recommendations for incorporating the model into choice simulators and expert negotiating systems are provided.

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