Decision making under conflict: Decision time as a measure of conflict strength

Conflict and choice are closely related in that choice produces conflict and conflict is resolved by making a choice. Although conflict was invoked in psychological approaches to decision making early on (Lewin, 1931/1964), no generally accepted measure of conflict strength has been established (Tversky & Shafir, 1992). The present study introduces a model (multiattribute decision field theory) that predicts a decision time pattern depending on the conflict situation. In a risky decision-making experiment with multiattribute choice alternatives, decision time is investigated as a possible measure of conflict strength. It is shown that the model can be fitted to a complex choice pattern.