Behavioral and Brain Sciences

Short Communication

Choice output and choice processing: An analogy to similarity

Arthur B Markman a1
a1 Department of Psychology, University of Texas, Austin, TX 78712 [email protected]


The target article suggests that many practices of experimental economists are preferable to those used by psychologists studying judgment and decision making. The advantages of the psychological approach become clear when the focus of research shifts from choice output to choice processes. I illustrate this point with an example from research on similarity comparisons.