Purposive preferences for multi-attributed alternatives: A study of choice behaviour using personal construct theory in conjunction with decision theory

Abstract

The thesis is based on the notion that a person's behaviour is largely a result of the interplay between his beliefs and values. A model is described which ccmbines Personal Construct Theo~J (as a means of describing beliefs) and Multi-Attributed Utility Theory (as a means of describing values) in order to predict purposive choice behaviour. The model is applied to choice of records, books, clothes and role behaviours and is found to predict choices with a high degree of accuracy. Prediction using personal constructs is shown to be superior to that using supplied dimensions. Furthermore, construct weights elicited by a lottery tech~que are shown generally to be purposespecific and to give better predictions of behaviour than UIUt weights. The model is then used to investigate the sentencing of offenders by magistrates and is again found to predict behaviour with a high degree of accuracy. The data also indicate the problems inherent in using verbal measures of construct similarity since the same words may be used differently and different words may be used similarly. Claims for the model's broad applicability are illustrated by using the model to reformulate the concepts of 'attention' and 'role' and a means of operationally defining role conflict is suggested.