The Relationship Between Preference Strength and Relative Frequency of Choice

Abstract

Probability of choice is the primary method of mea surement suggested by stochastic models of choice for validating decision-making models. It can be measured by relative frequency of choice (RF) or by preference strength (PS). It is suggested in this research that the relationship between PS values and RF values is not a linear but a cubic function, in the lower section of which RF is zero. In the middle, RF is monotonically related to PS, and in the upper section, RF is always 1.0. Twenty subjects performed decision tasks result ing in 400 pairs of PS and RF values. The hypothe sized relationship between RF and PS was supported by the analyses. The methodological and theoretical implications are discussed.