SMAC - AN INTERFACE FOR INVESTIGATING SEQUENTIAL MULTIATTRIBUTE CHOICES

The sequential-sampling approach as applied to multiattribute choices assumes that an individual acquires one piece of attribute information at a time (across the competing alternatives) until sufficient cumula tive discrimination has occurred to permit a choice. In such an enviro nment, individuals must not only decide when to stop acquiring additio nal information but also, whenever additional information is desired, they must determine which attribute to acquire next. The SMAC (Sequent ial MultiAttribute Choice) interface, described in this paper, was dev eloped as a comprehensive data collection tool relevant to the many di stinct stages of this type of sequential choice environment.