We further used a descriptive model to quantify the trends we had observed in the behavior data. There were a number of factors that could contribute to the decision-making process, including (a) the value of the chosen target, (b) the salience of the chosen target, (c) the value of the non-chosen target, (d) the salience of the non-chosen target, (e) the value difference between chosen and non-chosen target, (f) the salience difference between chosen and non-chosen target, as well as the multiplicative interaction between salience and value for both (g) chosen and (h) non-chosen targets. In order to quantify the effect of each of these possible factors, we fitted a family of nested regression models to the reaction times in correct choice trials that included all possible iterations of the seven factors plus a baseline term. In order to combine the reaction time data across all participants, we normalized reaction times within each participant between zero and one (thus, the normalized RTs computed in
Equation A11 cannot be directly compared with the actual RTs in
Figure 4). By comparing the Bayesian information criterion value (BIC) and Akaike value (Burnham & Anderson,
2002; Busemeyer & Diederich,
2010) of each model (
Table 1), we identified the best fitting model. Of all linear models tested, the lowest BIC value and lowest Akaike value occurred for the same model:
where
vchosen and
vnonchosen are the point values of the chosen and non-chosen targets (
vi ∈ (0, 0.1, 0.2, 0.4, 0.8)), and
Schosen and
Snonchosen are the salience values of the chosen and non-chosen targets (
Si ∈ (0, 1)), respectively. All four parameters (but none of the other four possibilities listed above) contributed significantly to the regression, including: (a) value of the chosen target (
t test:
p < 10
−7), (b) salience of the chosen target (
t test:
p < 10
−5), (c) value difference between chosen and non-chosen target (
t test:
p < 10
−4), and (d) salience difference between chosen and non-chosen target (
t test:
p = 0.001).
Table 1 shows the BIC values, Akaike value, and evidence ratio (relative to the best-fitting model) for different models ranked by their fit to the behavioral data. From the evidence ratios it is clear that there were actually approximately 12 different regression models all containing four variables that all fitted the data almost as well as the best-fitting model. This phenomenon is likely related to the fact that the variables we chose were most likely not completely independent of each other such as the equation containing
Schosen and
Snonchosen can be equally expressed as an equation containing
Schosen and
dS. However, there was a clear drop in evidence for alternative three- or five-variable models.