Self–other differences in multiattribute decision making: Compensatory versus noncompensatory decision strategies

Abstract

Abstract When making decisions where options involve multiple attributes, a person can choose to use a compensatory, utility maximizing strategy, which involves consideration and integration of all available attributes. Alternatively, a person can choose a noncompensatory strategy that extracts only the most important and reliable attributes. The present research examined whether other‐oriented decisions would involve greater reliance on a noncompensatory, lexicographic decision strategy than self‐oriented decisions. In three studies (Mturk workers and college students), the difference in other‐oriented versus self‐oriented decisions in a medical decision context was explained by a subsample of participants that chose the death minimizing operation on all 10 decisions (Study 1) and a subsample of participants who self‐reported that they used a strategy that minimized the chance of death on every decision (i.e., a lexicographic mortality heuristic; Study 2). In Study 2, tests of mediation found that self‐reported use of the mortality heuristic completely accounted for the self–other effect on decisions. In Study 3, participants were more likely to report prospectively that they would adopt the mortality heuristic when making decisions for others than for themselves, suggesting that participants were not mistakenly inferring a lexicographic decision strategy from their past behavior. The results suggest that self–other effects in multiattribute choice involve differential use of compensatory versus noncompensatory decision strategies and that beyond this group difference, individual differences in the use of these strategies also exist within self‐oriented and other‐oriented decisions.