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

• DOI: 10.1007/s10479-019-03394-w
• Publication Date: 2019-09-24T17:05:01Z
• Authors: Lucia Reis Peixot...; Leydiana de Sousa...; Anderson Lucas Ca...; Adiel Teixeira de...; Danielle Costa Mo...; Ana Paula Cabral ...
• Keywords: Decision maker; Theory of computation

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.