Neuroscience experiment applied to investigate decision-maker behavior in the tradeoff elicitation procedure

Lucia Reis Peixoto Roselli (), Leydiana de Sousa Pereira, Anderson Lucas Carneiro de Lima Silva, Adiel Teixeira Almeida (), Danielle Costa Morais () and Ana Paula Cabral Seixas Costa ()
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Lucia Reis Peixoto Roselli: Universidade Federal de Pernambuco
Leydiana de Sousa Pereira: Universidade Federal de Pernambuco
Anderson Lucas Carneiro de Lima Silva: Universidade Federal de Pernambuco
Adiel Teixeira Almeida: Universidade Federal de Pernambuco
Danielle Costa Morais: Universidade Federal de Pernambuco
Ana Paula Cabral Seixas Costa: Universidade Federal de Pernambuco

Annals of Operations Research, 2020, vol. 289, issue 1, No 5, 67-84

Abstract: Abstract The Tradeoff Elicitation Procedure is a Multi-Criteria Decision Making/Aiding method which is responsible for eliciting scaling constants and presents a robust axiomatic structure. As to its axiomatic structure, this procedure requires the decision-maker to identify the exact indifference point which induces a large number of inconsistencies in the process. In order to evaluate Decision Maker behavior in the Tradeoff elicitation and explore inconsistency in this process, a Neuroscience experiment was conducted using neuro tools, such as an Eye Tracking and an Electroencephalography (EEG). The experiment was applied in a sample of 52 management engineering students. After the data were collected, analyses were developed in order to suggest decision-makers’ behavior in the steps of this procedure. In summary, the responses of the pupils are increased during the process indicating a cognitive effort, and EEG data confirmed this result considering frontal alpha asymmetry and theta power in the frontal electrodes as variables for analysis.

Keywords: Decision neuroscience; MCDM/A; Tradeoff elicitation procedure; Eye tracking; Electroencephalography; EEG (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/s10479-019-03394-w

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