Use of the Alpha-Theta Diagram as a decision neuroscience tool for analyzing holistic evaluation in decision making

Lucia Reis Peixoto Roselli () and Adiel Teixeira Almeida ()
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Lucia Reis Peixoto Roselli: Universidade Federal de Pernambuco
Adiel Teixeira Almeida: Universidade Federal de Pernambuco

Annals of Operations Research, 2022, vol. 312, issue 2, No 22, 1197-1219

Abstract: Abstract This study has been proposed to improve the holistic evaluation in the FITradeoff decision-making process. The study generates recommendations that can support the analyst during the advising process with the decision-maker. A neuroscience tool is applied to conduct a behavioral study. Using an electroencephalogram, the Alpha and Theta activities have been monitored from a sample of twenty-seven management engineering students. The neuroscience experiment is composed of graphical and tabular visualizations. These visualizations represent multi-criteria decision problems, and they are presented in the holistic evaluation phase of the FITradeoff method. As result, the Alpha-Theta Diagram has been obtained, based on frontal Theta and parietal Alpha activities. The Alpha-Theta Diagram is a tool proposed to be applied during the holistic evaluation phase, with the visualizations. Thus, based on the Alpha-Theta Diagram, the visualizations in which the decision-maker presents the adequate pattern of behavioral, with high cognitive effort and high engagement are revealed. Statistical tests show that in most of the visualizations there have been significant cognitive effort and/or engagement of participants. Thus, based on this diagram, recommendations can consider the visualizations that use the adequate patterns of behavioral. As conclusion, the result reinforces which visualization should be used for holistic evaluation during the FITradeoff decision process. For future studies, rigorous investigations should be performed with EEG responses, specially to develop the Alpha-Theta Diagram for participants.

Keywords: Alpha-Theta Diagram; Holistic evaluation; Graphical and tabular visualizations; FITradeoff method; Multi-criteria decision making/aiding (MCDM/A); Multi-attribute value theory (MAVT) (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s10479-021-04495-1

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