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Nov 2000 JDM, New Orleans 1
Studying Judgments and Decisions Made on the Web
Gary McClelland & Barbara Fasolo
University of Colorado @ Boulder
Society for Judgment and Decision Making
New Orleans, November 2000
Nov 2000 JDM, New Orleans 2
MouseLab IDB (ca. 1990)
Nov 2000 JDM, New Orleans 3
IDB—Options x Attributes
Nov 2000 JDM, New Orleans 4
IDB—Attributes x Options
Nov 2000 JDM, New Orleans 5
IDB—46 x 5
Nov 2000 JDM, New Orleans 6
IDB—Continued
Nov 2000 JDM, New Orleans 7
IDB—Still More
Nov 2000 JDM, New Orleans 8
IDB—More Yet!
Nov 2000 JDM, New Orleans 9
IDB—The End
Nov 2000 JDM, New Orleans 10
Winnowing Options
• Specifying Attribute Cutoffs (EBA)• Sorting along Attributes (LEX)• Weighting Attributes (WADD)• Measuring Tradeoffs (MAUT)• Computing Option Score
Nov 2000 JDM, New Orleans 11
Elimination-by-Aspects
Nov 2000 JDM, New Orleans 12
Elimination-by-Aspects
Nov 2000 JDM, New Orleans 13
EBA—Are You Sure?
Nov 2000 JDM, New Orleans 14
EBA & LEX
Nov 2000 JDM, New Orleans 15
WADD—Getting the Wts
Nov 2000 JDM, New Orleans 16
WADD—Weights & Values
Nov 2000 JDM, New Orleans 17
Weight Profiles
Nov 2000 JDM, New Orleans 18
WADD—Option Score
Nov 2000 JDM, New Orleans 19
MAUT—Tradeoffs
www.activebuyersguide.com
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MAUT—Global
Nov 2000 JDM, New Orleans 21
Collaborative Filtering
• www.amazon.com
• movielens.umn.edu
• www.imdb.com
Nov 2000 JDM, New Orleans 22
Data Collection
• Server Log Files
• Messages Sent to Server by– HTML Forms– Javascript– Java
Nov 2000 JDM, New Orleans 23
Nov 2000 JDM, New Orleans 24
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
Nov 2000 JDM, New Orleans 25
Online Auctions
Nov 2000 JDM, New Orleans 26
Bidding Logs
Nov 2000 JDM, New Orleans 27
Bid Bursts on eBay
Nov 2000 JDM, New Orleans 28
Friendly and Unfriendly
r=.5 r=-.3
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Link to Experiment
Nov 2000 JDM, New Orleans 30
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
