Two pairs of conflicting motives in decision making

A concept is proposed that decision making consists of resolving two conflicts. One of them is between the desire to make an accurate decision and the desire to minimize the effort of making a choice. The second conflict is between the desire to make an accurate decision and the desire that this decision is distinct. To operationalize basic motives involved in decision making, as assumed in the model, a new process tracing technique has been developed. Using this technique, three experiments were performed to test the predictions of the model. The experiments supported the predictions concerning the conflict between accuracy and distinctness, Similarity of choice alternative and decision importance appeared to affect the way the conflict between accuracy and distinctiveness is solved. An alternative explanation of the results obtained and perspectives of further research are discussed. (C) 1998 Academic Press.