Choice Research: A Wealth of Perspectives

This article is a navigation guide to the twenty papers that emerged from the workshops conducted at the Sixth Invitational Choice Symposium (Estes Park, Colorado, June 2004). The papers are categorized into three broad sets that focus respectively on choice modeling issues, on providing interdisciplinary perspectives on choice, and on relating choice research to real world concerns. Within each category, we offer provide brief integrative overviews linking subsets of papers.     

Imperfect Information and Opportunism

Information is a scarce resource. It is inherently available only in a limited form to decision-makers. Limited or imperfect information is caused by uncertainty — both ontologic and epistemic, limitations in cognitive capabilities or bounded rationality, hidden information, and information asymmetries. This has fundamental implications for the manner in which the self-interested behavior of agents will manifest itself. The article argues that in the context of imperfect information, self-interest can function in a manner quite different from what standard approaches assume. This has been demonstrated by the recent financial crisis. However, there has been limited consideration in mainstream models, both of the neoclassical and institutional type, as to what the exact nature of self-interestedness is, and how this affects the market behavior of agents. The nature of self-interest, therefore, needs to be modeled explicitly to improve the explanatory power of economic theories.     

Outcome effect, controllability and performance evaluation of managers: some field evidence from multi-outlet businesses

This field study provides evidence of the outcome effect in performance evaluations of managers in an organization. Specifically, in a retail chain, subjective evaluations of store managers by their supervisors were negatively impacted by unfavorable outcome knowledge. As expected, outcome determinants over which the managers have control influence their performance evaluations and environmental determinants of outcome over which they have no control do not influence their evaluations. However, unexpectedly, central management determinants of outcome over which the managers have no control also influence their evaluations. After these outcome determinants are considered, we find evidence of an outcome effect since failure of the store to meet its target outcome results in a more negative performance evaluation of the managers. Also, the extent to which store managers' evaluations are prone to the outcome effect is not contingent on the measure of the outcome used.     

A firm's external environment and the hiring of a non‐standard workforce: implications for organisations

This article empirically investigates organisations' strategic decision to hire non‐standard employees. Using US firm‐level data and a matched pair design, the study shows that firms operating in a more competitive environment and a less uncertain environment have a higher proportion of non‐standard workers. Further, firms with a greater proportion of non‐standard workers show higher financial growth. And finally, in a highly competitive environment, those firms that hire more non‐standard workers achieve significantly higher financial growth. Similar growth is experienced by those firms in the low uncertainty environment hiring more non‐standard workers. These results are all consistent with the research hypotheses.     

Brand Equity, Consumer Learning and Choice

The aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general and considering two recent trends in the market place: store brands and the Internet. We first review the advances that have occurred in brand equity research in marketing in the past decade, with particular emphasis on integrating the separate streams of research emanating from cognitive psychology and information economics. Brand equity has generally been defined as the incremental utility with which a brand endows a product, compared to its non-branded counterpart. We amplify this definition: we propose that brand equity be the incremental effect of the brand on all aspects of the consumer's evaluation and choice process. We propose an agenda of research based on this amplified definition.     

Ethical standards,attitudes toward risk,and intentional noncompliance: An experimental investigation

Prior research has investigated the influence of decision maker characteristics on decision choice. This research examines the effect two personality traits of taxpayers, attitude towards risk and ethical standards, on intentional noncompliance. A taxpayer who is more (less) ethical will have lower (greater) intentional noncompliance, while a taxpayer who is more (less) risk averse will have lower (greater) intentional noncompliance. However, this study also found significant correlation between risk attitudes and ethical standards. This is because tax evasion is not just a gamble which can be explained by merely considering the risk variable. To understand tax evasive behavior better requires incorporation of noneconomic factors in the analysis, such as ethical standards, although risk attitudes may be an important explanatory factor. The current research suggests that individuals with lower ethical standards will have more intentional noncompliance. However, since ethical standards are correlated with attitude toward risk, the Internal Revenue Service (IRS) can partially overcome the influence of ethics by making the tax audit environment more uncertain. Thus, the research results justify the decision of the IRS not to release all its audit parameters because it makes the audit environment less uncertain.Dipankar Ghosh's research interests are in judgment and decision making, transfer pricing, and negotiation. He has published inDecision Science, Journal of Conflict Management, International Journal of Accounting, andJournal of Management Accounting Research.Terry L. Crain's research interests are in tax policy, tax equity, and the effects of taxation on taxpayer decision. He has published inDecision Science, International Journal of Accounting, andJournal of the American Taxation Association.