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22 - Reason-Based Choice

Published online by Cambridge University Press:  05 June 2012

Eldar Shafir
Affiliation:
Professor of Psychology and Public Affairs, Princeton University
Itamar Simonson
Affiliation:
Sebastian S. Kresge Professor of Marketing, Stanford Graduate School of Business
Amos Tversky
Affiliation:
Davis Brack Professor of Behavioral Sciences, Stanford University
Sarah Lichtenstein
Affiliation:
Decision Research. Oregon
Paul Slovic
Affiliation:
Decision Research, Oregon
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Summary

The result is that peculiar feeling of inward unrest known as indecision. Fortunately it is too familiar to need description, for to describe it would be impossible. As long as it lasts, with the various objects before the attention, we are said to deliberate; and when finally the original suggestion either prevails and makes the movement take place, or gets definitively quenched by its antagonists, we are said to decide … in favor of one or the other course. The reinforcing and inhibiting ideas meanwhile are termed the reasons or motives by which the decision is brought about.

– William James (1890/1981)

My way is to divide half a sheet of paper by a line into two columns; writing over the one Pro, and over the other Con. Then, during three or four days' consideration, I put down under the different heads short hints of the different motives, that at different times occur to me for or against the measure. When I have thus got them all together in one view, I endeavor to estimate the respective weights … find at length where the balance lies…. And, though the weight of reasons cannot be taken with the precision of algebraic quantities, yet, when each is thus considered, separately and comparatively, and the whole matter lies before me, I think I can judge better, and am less liable to make a rash step; and in fact I have found great advantage for this kind of equation, in what may be called moral or prudential algebra.

– Benjamin Franklin, 1772 (cited by Bigelow, 1887)
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Publisher: Cambridge University Press
Print publication year: 2006

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  • Reason-Based Choice
    • By Eldar Shafir, Professor of Psychology and Public Affairs, Princeton University, Itamar Simonson, Sebastian S. Kresge Professor of Marketing, Stanford Graduate School of Business, Amos Tversky, Davis Brack Professor of Behavioral Sciences, Stanford University
  • Edited by Sarah Lichtenstein, Paul Slovic
  • Book: The Construction of Preference
  • Online publication: 05 June 2012
  • Chapter DOI: https://doi.org/10.1017/CBO9780511618031.023
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  • Reason-Based Choice
    • By Eldar Shafir, Professor of Psychology and Public Affairs, Princeton University, Itamar Simonson, Sebastian S. Kresge Professor of Marketing, Stanford Graduate School of Business, Amos Tversky, Davis Brack Professor of Behavioral Sciences, Stanford University
  • Edited by Sarah Lichtenstein, Paul Slovic
  • Book: The Construction of Preference
  • Online publication: 05 June 2012
  • Chapter DOI: https://doi.org/10.1017/CBO9780511618031.023
Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

  • Reason-Based Choice
    • By Eldar Shafir, Professor of Psychology and Public Affairs, Princeton University, Itamar Simonson, Sebastian S. Kresge Professor of Marketing, Stanford Graduate School of Business, Amos Tversky, Davis Brack Professor of Behavioral Sciences, Stanford University
  • Edited by Sarah Lichtenstein, Paul Slovic
  • Book: The Construction of Preference
  • Online publication: 05 June 2012
  • Chapter DOI: https://doi.org/10.1017/CBO9780511618031.023
Available formats
×