Institute of Psychology
Institute of Psychology
New publication in Psychological Review
23 March 2026, by Uğur Turhan
New study published in Psychological Review by Sebastian, Jordan, and our collaborator Jörg Rieskamp.
In this study, we present a new theory ("MASC" for Multi-Attribute Search and Choice) that explains how people distribute their attention between multiple options and attributes, while taking a decision.
We propose that people utilize an efficient and goal-driven, but not perfect way, to seek out information and identify the option that best fits their goals.
MASC also explains why people look longer at things they later choose and why they check promising options more often.