JOANA PAIXÃO CARRILHO (*)
MARC SCHOLTEN (**)
INÊS VALENTE ROSA (***)
RESUMO
Perante uma situação de escolha entre opções que implicam uma troca entre dois ou mais atributos, a escolha de uma delas significa abdicar das vantagens da outra opção, o que leva a conflito. Modelos formais de tomada de decisão consideram o conflito apenas como uma fonte de imprevisibilidade na escolha (o decisor sente-se incerto quanto à decisão a tomar). No entanto, um modelo recente, o modelo da Escolha Mediada pelo Conflito (EMC), considera o conflito também um factor explicativo na tomada de decisão (ao sentir conflito, o decisor recorre a pistas na situação da escolha para fornecerem argumentos a favor de uma decisão). Neste artigo, apresentamos uma revisão do modelo EMC e dos modelos que o antecederam, comparando as previsões dos diversos modelos.
]]> Palavras-chave: Tomada de decisão, conflito, escolha determinística, escolha probabilística.
ABSTRACT
Given a situation where one has to choose between options that imply a tradeoff between two or more attributes, choosing one option means that one has to forego the advantages of the other option, which leads to conflict. Formal models of decision making consider conflict only as a source of unpredictability in choice (the decision maker feels uncertainty about which decision to make). However, a recent model, the Conflict-Mediated Choice (CMC) model, considers conflict also as an causal factor in decision making (when feeling conflict, the decision maker resorts to cues in the choice situation to provide arguments in favor of a decision). In this article, we present a review of the CMC model and the models that preceded it, comparing the predictions of the several models.
Key words: Decision making, conflict, deterministic choice, probabilistic choice.
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(*) Universidade Lusíada, Lisboa. E-mail: joanacarrilho@netcabo.pt.
(**) Instituto Superior de Psicologia Aplicada, Lisboa. E-Mail: scholten@ispa.pt.
(***) Psicóloga. E-Mail: inesrosa@sapo.pt.
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