Consumers can have difficulty expressing their buying intentions on an explicit level. The most common explanation for this intention-action gap is that consumers have many cognitive biases that interfere with decision making. The current resource-rational approach to understanding human cognition, however, suggests that brain environment interactions lead consumers to minimize the expenditure of cognitive energy. This means that the consumer seeks as simple of a solution as possible for a problem requiring decision making. In addition, this resource-rational approach to decision (...) making emphasizes the role of the principle of Occam’s Razor, inductive inference, and Bayesian reasoning by illuminating the human-environment relationship. This paper introduces the Consumer Contextual Decision-Making Model (CCDMM). Based on the CCDMM, two hypothetical strategies of consumer decision making will be presented. First, the SIMilarity-Strategy (SIMS) is one in which most of a consumer’s decisions in a real-life context are based on prior beliefs about the role of a commodities specific to real-life situation being encountered. Because beliefs are based on previous experiences, consumers are already aware of the most likely consequences of their actions. At the same time, they do not waste time on developing contingencies for what, based on previous experience, is unlikely to happen. Second, the What-is-Out-there-in-the-World-Strategy (WOWS) is one in which prior beliefs do not work in a real-life situation, requiring consumers to update their beliefs. The principle argument being made is that most experimental consumer research describes decision making based on the WOWS, when participants cannot apply their previous knowledge and situation-based strategy to problems. The article analyses sensory and cognitive biases described by behavioral economists from a CCDMM perspective, followed by a description and explanation of the typical intention-action gap based on the model. Prior to a section dedicated to discussion, the neuroeconomic approach will be described along with the valuation network of the brain, which has evolved to solve problems that the human has previously encountered in an information-rich environment. The principles of brain functions will also be compared to CCDMM. Finally, different approaches and the future direction of consumer research from a contextual point of view will be presented. (shrink)

As modern deep networks become more complex, and get closer to human‐like capabilities in certain domains, the question arises as to how the representations and decision rules they learn compare to the ones in humans. In this work, we study representations of sentences in one such artificial system for natural language processing. We first present a diagnostic test dataset to examine the degree of abstract composable structure represented. Analyzing performance on these diagnostic tests indicates a lack of systematicity in representations (...) and decision rules, and reveals a set of heuristic strategies. We then investigate the effect of training distribution on learning these heuristic strategies, and we study changes in these representations with various augmentations to the training set. Our results reveal parallels to the analogous representations in people. We find that these systems can learn abstract rules and generalize them to new contexts under certain circumstances—similar to human zero‐shot reasoning. However, we also note some shortcomings in this generalization behavior—similar to human judgment errors like belief bias. Studying these parallels suggests new ways to understand psychological phenomena in humans as well as informs best strategies for building artificial intelligence with human‐like language understanding. (shrink)

Knauff and Gazzo Castañeda (2022) criticise the use of the term “new paradigm” in the psychology of reasoning and raise important issues about how to advance research in the field. In this commentary I argue that for the latter it would be helpful to clarify further the concepts that reasoning theories rely on, and to strengthen the links between the theories and the empirical observations that would and would not be compatible with them.