Dissertations / Theses on the topic 'Decision making. Money'

Thesis (Ph. D.)--Massachusetts Institute of Technology, Sloan School of Management, 2006.
Includes bibliographical references.
Essay 1: Shopping Goals, Goal Concreteness, and Conditional Promotions. We propose a two-stage model to describe the increasing concreteness of consumers' goals during the shopping process, testing the model through a series of field experiments at a convenience store. Using a number of different process measures (experiment 1), we first established that consumers are less certain of their shopping goals and construe products in less concrete terms when they are in the first (vs. second) stage of the shopping process. The results of experiments 2 and 3 next demonstrate that goal-evoking marketing promotions (e.g. conditional coupons) are more effective in influencing consumers' spending when consumers' goals are less concrete. Essay 2: Try It, You'll Like It: The Influence of Expectation, Consumption, and Revelation on Preferences for Beer. Patrons of a pub evaluated regular beer and "MIT brew" (the same regular beer with some balsamic vinegar) in one of three conditions. One group tasted them blind (the secret ingredient was never disclosed). A second group was informed of the contents before tasting. A third group learned of the secret ingredient immediately after tasting, but prior to indicating their preference.
(cont.) Not surprisingly, preference for the MIT brew was higher in the blind condition than either of the two disclosure conditions. However, the timing of the information mattered substantially. Disclosure of the secret ingredient significantly reduced preference only in the before condition, when it preceded tasting, suggesting that disclosure affected preferences by influencing the experience itself, rather than by acting as an independent negative input or by modifying one's retrospective interpretation of the experience. Essay 3: In Search of Homo Economicus: Preference Consistency, Emotions, and Cognition. Understanding the roles of emotion and cognition in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In this work, we investigate the role of the emotional and cognitive systems in preference consistency (transitivity). Participants were asked to make a set of binary choices under conditions that were aimed to tap emotional versus cognitive decision processes.
(cont.) The results of three experiments consistently indicate that automatic affective responses are associated with higher levels of preference transitivity than deliberate cognitive considerations, and suggest that the basis of this central aspect of rational behavior-transitivity-lies in the limbic system rather than the cortical system.
by Leonard Whee-Chun Lee-Loon Lee.
Ph.D.

This thesis examines campaign contributions in judicial elections. Increasing campaign costs have created a perception that judges’ decisions may be biased by the contributions they receive. Regardless of actual bias, perceived bias is enough to warrant concern because it threatens the legitimacy of the judiciary. Though money presents a problem for the judiciary, elections serve as a beneficial method of selecting judges. Additionally, money is an important aspect in elections and cannot simply be eliminated. Publicly funded elections have been proposed to counteract the problem; however, the findings in this thesis demonstrate that they are no longer a viable option. Recent court cases and a lack of funding have made publicly funded elections unworkable. Instead, this paper proposes a system of judicial disqualification. Disqualifying judges who have a perceived bias due to contributions eliminates the threat to legitimacy.The proposal also takes this decision out of the judge’s hands and allows an independent panel to decide possible bias. The paper demonstrates the ability of a disqualification system to eliminate the negative effects of contributions without harming the positives associated with elections.

Previous research suggests that activating concepts of money and wealth can increase motivation to achieve personal goals. In this dissertation, I investigate how money affects pursuit of important personal goals, and how this motivation may be affected by goal attainability. In eight studies, I show that priming concepts of money and wealth leads individuals to pursue important personal goals to a greater degree than control groups, but only when a goal is more attainable. In contrast, when a goal is less attainable, those primed with money will be less likely to work towards goals relative to control groups. Furthermore, I examine why money may have a detrimental effect on motivation when individuals are faced with less attainable but important goals, and argue those primed with money become more concerned with maintaining a sense of efficacy, and thus disengage from pursuit when success is less certain. Thus, this research identifies the needs made salient by activating money-"validating one's abilities. Finally, I show the relevance of these findings for consumer behavior, and discuss the additional implications of this work, as well as future research directions.
Ph. D.

This study involves a first attempt to identify Chinese auditors’ values and examines their effects on ethical ideologies and ethical judgments and intentions. A survey methodology is used and the survey instrument includes a self-administered questionnaire and a short auditing ethical case. A sample of Chinese CPAs with auditing experience was drawn from accounting firms located in Shenzhen, Hangzhou, Beijing, and Kunming cities during 2006-7. Three hundred and twenty-five useable responses were received. The theoretical framework for this study is based on Forsyth’s (1980) model of ethical ideologies. This study identifies Chinese auditors’ cultural values as (1) Chinese traditional cultural values, (2) interpersonal relationships (guanxi), and (3) attitudes towards money. This study posits that Chinese auditors’ cultural values will impact on their ethical ideologies and that their ethical judgments and intentions are, in turn influenced by the ideologies they prefer. In this study, Chinese auditors’ ethical judgments and intentions are examined using a well understood ethical dilemma in auditing, specifically whether an auditor should accept a client’s suggestion to inappropriately alter the financial position or to adhere to accounting and professional standards. Four research questions are proposed in this study: 1. What national cultural values best describe Chinese auditors? 2. How do Chinese cultural values impact ethical ideologies (i.e., Idealism and Relativism) as they apply to practicing auditors? 3. Do identifiable ethical ideologies, adopted by auditors, influence the decision making process in issues relating to audit independence? In particular, ethical judgments and intentions. 4. How do certain contextual matters, namely firms’ ethical culture and personal factors influence ethical ideologies?
Chinese auditors’ beliefs about their national cultural values are measured using the Chinese Cultural Values (CVS) used in the Chinese Culture Connection (1987). Chinese auditors’ guanxi orientations are measured using a 12 item scale based on Ang and Leong’s (2000) 9 items favour-seeking guanxi scale and three items constructed by the author concerned with rent-seeking guanxi orientations. Chinese auditors’ attitudes towards money are measured using Tang and Chiu’s (2003) the Love of Money Scale (LMOS) scale. Chinese auditors’ beliefs about their firms’ ethical cultures are measured using Hunt et al.’s (1989) corporate ethical values scale. Chinese auditors’ ethical ideologies are determined by using Forsyth’s (1980) ethical position questionnaire (EPQ). Finally, Chinese auditors’ ethical judgments and intentions are measured using an auditing case study. The major statistical methods used in this study are descriptive, t-tests, correlations, and regression analysis. The following significant results are presented in this study: 1. Chinese auditors display strong views about their traditional cultural values in four of the five national dimensions, the exception being Confucian Work dynamism past orientation. Young auditors appear less concerned with Integration issues compared to their older counterparts. Again, younger and less experienced auditors display less interest in the Human-heartedness dimension compared to their older counterparts. Auditors with Masters Degrees identify less with Confucian Work dynamism future orientations when compared to those who hold a Bachelors degree.
Attitudes towards the Confucian Work dynamism dimension future orientation are found to be positively associated with Idealism, however attitudes relating to Confucian Work dynamism dimension past orientation component are found to be negatively associated with Idealism. Further, attitudes relating to Confucian Work dynamism dimension past orientation component are found to be negatively associated with Relativism. 2. Chinese auditors display significantly higher mean scores in both favour-seeking and rent-seeking guanxi orientations. Young and less experienced auditors are more likely to use rent-seeking guanxi than older and experienced auditors. Chinese auditors’ rent-seeking guanxi orientations are found to be negatively associated with Idealism and both favour-seeking and rent-seeking guanxi orientations are found to be positively associated with Relativism. 3. Chinese auditors’ attitudes towards money are high in two of the four dimensions relating to the love of money, namely the importance of money and the desire to be rich dimensions. Their attitudes towards money are significantly higher than for Hong Kong employees. Male auditors displayed significantly higher mean scores in the desire to be rich dimension than female auditors. Young auditors have significantly higher mean scores in the success and motivator dimensions compared to older auditors. Chinese auditors’ beliefs about the importance of money are found to be positively associated with Relativism. Interestingly, no association with Idealism was identified in this study. 4. Chinese auditors have stronger beliefs about their firms’ ethical cultures to compare the mid-point value but their beliefs are significantly lower than for American subjects.
Junior and senior auditors are less likely to believe their managers display unethical behavior compared to accounting firm partners. Auditors employed in work environments where punishment systems exist are likely to disclose attitudes that are positively associated with Idealism. Alternatively, auditors employed in work environments where managers are believed to display unethical behaviour are likely to disclose attitudes that are positively associated with Relativism. 5. Chinese auditors display relatively higher ethical positions (on both Idealism and Relativism) to compare the mid-point value. Males hold stronger relativist positions than females and older auditors are more idealistic than their youthful counterparts. Auditors who hold senior positions are more likely to be relativists compared to juniors. Chinese auditors’ ethical judgments are found to be positively associated with Idealism and negatively associated with Relativism. However, their ethical intentions are only found to be negatively associated with Relativism. Young auditors appear less ethical in terms of their judgments than older auditors and less experienced auditors are less intentioned compared to experienced auditors. This study contributes to our understanding of Chinese auditors’ values and their ethical ideologies and the effects these have on their ethical judgments and intentions. It is the first research to include a wide range of ethical decision-making factors within a business context in China using qualified CPAs. It is believed that valuable insights have been gained about the various cultural factors influencing ideological processes and how these flow through to the decision making level.
The study also contributes to the existing body of knowledge by providing additional evidence that ethical decision making is a universal concept involving moral philosophies such as those suggested by Forsyth (1980) and Hunt and Vitell (1986) and applies in an auditing context in China. Moreover, this study develops a rent-seeking guanxi scale based on Su et al.’s (2003) classification of guanxi orientations and Ang and Leong’s (2000) guanxi scale. It contributes by providing a scale to measure the extent to which business relationships involves back door deals and power dependence. One of the significant contributions of this study is that it contributes to the construction of a meaningful measure for the guanxi scale which includes favour-seeking guanxi and specifically for the first time, rent-seeking guanxi. Thus a confirmatory analysis with an independent sample could be used in the future to re-test the guanxi scale with the two dimensions developed in this study. contributions of this study is that it contributes to the construction of a meaningful measure for the guanxi scale which includes favour-seeking guanxi and specifically for the first time, rent-seeking guanxi. Thus a confirmatory analysis with an independent sample could be used in the future to re-test the guanxi scale with the two dimensions developed in this study.

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Bachelors
Sciences
Psychology

Family business is a vital form of business with high representation across the world, yet the majority do not make it past the second generation. This study explores how organizational identity affects the decision-making process in family businesses. By looking at how family values affect decision-making in internal processes specifically seeks to uncover how family businesses can benefit from understanding and utilizing their organizational identity. The study thereby addresses a gap within existing business literature on how organizational identity affects internal processes in family businesses. This study was based on semi-structured in-depth interviews with six managers from three Swedish family businesses. The collected data were analyzed through a thematic analysis. The findings showed four justifications as to how organizational identity impacts decision-making in a family business. Findings revealed that organizational identity does have a presence in decision-making and that the owning family plays a big role in shaping the organizational identity.

In master´s thesis I deal with analysing of decision-making in PPP projects and searching for an optimal solutions. On an example of hypothetical project there is shown a decision making process which consists from three main parts: cost evaluation, revenue evaluation and risk identification. The result of this analyse is based on a public sector comparator where you can demonostrate suitability or unsuitability of particular PPP offers coming from private sphere.

Humans have a tendency to engage in economically irrational behaviors such as gambling, which typically leads to long-term financial losses. While there has been much research on human gambling behavior, relatively little work has been done to explore the evolutionary origins of this behavior. To examine the adaptive pressures that may have led to this seemingly irrational behavior in humans, nonhuman primates were tested to explore their reactions to gambling type scenarios. Several experiments based on traditional human economic experiments were adapted for use with a wider variety of primate species including chimpanzees and capuchin monkeys. This allowed for testing multiple species using similar methodologies in order to make more accurate comparisons of species abilities. This series of tasks helps to elucidate risky decision-making behavior in three primate species.

The Becker-DeGroot-Marschak method (BDM) is an auction-like mechanism widely used in behavioural economics, marketing research, and, more recently, in neuroimaging studies of human decision making. The BDM has never been used with animal subjects before, yet its application in monkeys would allow for comparison of studies across species while providing a direct measure of what a reward is worth to a monkey in a single experimental trial. In the BDM, a subject is given a budget with which they can place a bid for some reward, and a computer then randomly selects a competing bid. If the subject’s bid is higher than the computer’s bid then the subject pays an amount equal to the computer’s bid, receives the reward object, and gets to keep the remaining budget. If the subject’s bid is lower than the computer’s bid, the subject does not gain the reward object but retains the entire budget. To adapt the task for monkeys, two rhesus macaques were taught to use water as a budget, and to use a joystick to place a bid in terms of this budget for different volumes of fruit-juice reward. The BDM ensures that the subject’s optimal action is to place a bid equal to their value for the reward-object. This property of truthful value revelation is the BDM’s most important feature in the context of value-based decision making. Currently, the only method of eliciting a monkey’s value for one reward in terms of another depends upon inference of the magnitudes at which the two rewards are chosen with equal probability. Using this ‘binary-choice’ method, many trials are needed to infer a single value: pairwise comparisons of many different magnitudes must be made and choices of each pair must be repeated so that the probability of choosing a reward can be estimated. In contrast, the BDM provides a direct measure of the monkey’s value for the reward as they explicitly state this value on each trial by selecting an equivalent bid. Therefore, the BDM more efficiently utilises the limited time in which a monkey’s behaviour can be assessed in each experimental session, as animals lose the motivation to participate when they become sated. The thesis summarised here describes the training and performance of two rhesus macaques on a novel version of the BDM, specifically designed for a subject that cannot be instructed on the optimal strategy. The technical steps and intermediate tasks that are needed to train a monkey to flexibly place bids by operating a joystick are also detailed, as well as the development of different versions of the task over three years of testing. The results of the final version of the BDM are then presented for both monkeys, showing rational bidding behaviour consistent with an understanding of the method’s contingencies. Theoretical concerns and limitations of the BDM in such a setting are also discussed and the thesis outlines how future experiments can make use of and adapt this version of the BDM for neuronal recording experiments.

Notre environnement est complexe et changeant, ce qui apporte de l'incertitude dans les décisions de tous les jours. La capacité de détecter et résoudre l'incertitude est cruciale pour un comportement flexible et adapté. Notre hypothèse est que l'efficacité et la flexibilité comportementale en situation d'incertitude dépendent de la façon dont l'individu a appris à apprendre. Dans une 1ère étude, trois singes ont acquis un learning set pour une tâche aux règles stochastiques et changeantes. Leur réactivité aux évènements inattendus a augmenté lors de l'apprentissage, suivant l'évolution du degré d'incertitude environnementale. Cela a permis un transfert sans coût à une tâche plus complexe partageant la même structure, suggérant que les singes ont appris à apprendre la structure statistique de l'environnement. Nous avons ensuite étudié les mécanismes cérébraux sous-jacents à ce comportement flexible. Deux animaux ont reçu un implant d'électrocorticographie, sur les aires frontales et pariétales. Nous montrons d'abord, avec les données d'un animal, que des potentiels évoqués au feedback sont sensibles à la valence et au degré de surprise du feedback, et prédisent la stratégie à venir. Ensuite, nous présentons des résultats préliminaires montrant que des oscillations dans les bandes beta et thêta sont présentes au moment du feedback et de la décision, et que leur puissance est modulée de manière différente par les facteurs de la tâche. Ces résultats contribuent à révéler la complexité du réseau frontal pour la flexibilité comportementale, et ouvrent la voie à de nouvelles expériences pour comprendre comment ces mécanismes sont façonnés au cours du processus d'apprendre à apprendre
Our environment is both complex and changing, which triggers uncertainty in every decision we make. The ability to detect and solve the resulting uncertainty is crucial for adapted and flexible behavior. Our hypothesis is that behavioral efficiency and flexibility in an uncertain environment depend on the way the agent has learnt to learn. In a first study, 3 macaque monkeys developed a learning-set for a task with stochastic and changing rules. Monkey’s reactivity to unexpected feedback increased across learning and paralleled the evolution of the degree of environmental uncertainty. This enabled them to transfer, without cost, to a more complex task with the same structure, suggesting that they learned to learn the statistical structure of the environment. We then studied the cerebral mechanisms underpinning this flexible behavior. Two animals were implanted with an electrocorticography implant over the frontal and parietal areas. We first showed, using data from one animal, that feedback related potentials were sensitive to feedback valence and unexpectedness, and predictive of the upcoming behavioral strategy. Then, we present preliminary results showing that oscillations in the beta and theta bands can be recorded at the time of feedback and at the time of decision, and that their power is modulated differently depending on the various task factors. These results contribute to reveal the complexity of the frontal cortical network enabling behavioral flexibility and open new horizons for future research to understand how these mechanisms are shaped throughout the learning to learn process

碩士
國立彰化師範大學
商業教育學系
101
This study aims to explore the differences in current vocational teachers' money attitudes and investment decisions via different background variables. To achieve the research purpose, a questionnaire was designed to collect vocational teachers' money attitudes and investment decisions. The total effective samples of 286 survey were from vocational teachers in northern, southern, and eastern Taiwan. All responses were analyzed by descriptive statistics, t-test, One-Way ANOVA, and Pearson Product-Moment Correlation。 According to the results, this study can be concluded as follows: 1) vocational high school teachers’ money attitudes tend to be "retention-time" and their investment decisions were made mostly by the "investment familiarity”; 2) more male than female vocational teachers prefer the "power-prestige", "investor confidence", and "profits " on the investment decisions; 3) northern Taiwanese vocational teachers’ money attitude tend to be more "power-prestige" and the "investor confidence" affects their decision-making than those in the central and southern Taiwan; 4) the money attitudes of vocational teachers teaching general common subjects tend to be more "anxiety-distrust" and the investment decisions rely on the "investment information " than those teaching business; 5) junior vocational high school teachers’ money attitudes tend to be more "anxiety-distrust" and "investment information" in their investment decisions than senior teachers; 6) single vocational teachers’ money attitude tend to be more "power-prestige", "investment familiarity", "investment information", and "profits" investment decision-making, than married teachers; 7)vocational teachers' money attitudes and investment decisions have a significant positive correlation. In sum, on the basis of the results, this study is to provide recommendations for higher vocational teachers as well as a reference for future research.

碩士
大葉大學
企業管理學系碩士班
103
Due to the changing socio-economic environment and the diversifing lifestyle,there are more and more choices for consumers online shopping.Online shopping can save much time and money.Online shop is never close,warranty period and returning policy. The target of research is online consumer.The main purpose of this study focused on the exploration of the lifestyle,money attitude and online consumer decision-making styles.The quantitative research targeted online consumers,with 205 structural questionnaires,the recovery rate 100％.The analysis is conducted by using SPSS22 to verify. Main findings of this study were concluded as following： 1.The online shopping consumer decision-making style is significantly different with lifestyle. 2.Consumers of different online shopping style are significantly different in money attitude. This research finally proposed the practical management meaning,showed the research limit,as well as provided suggestions for future researchs.

by Chan Cheuk Tung.
Thesis (M.Phil.)--Chinese University of Hong Kong, 1998.
Includes bibliographical references (leaves 86-90).
Abstract also in Chinese.
ABSTRACT (IN ENGLISH) --- p.ii
ABSTRACT (IN CHINESE) --- p.iv
TABLE OF CONTENTS --- p.vi
LIST OF TABLES --- p.ix
LIST OF FIGURES --- p.x
CHAPTER
Chapter I. --- INTRODUCTION --- p.1
Overview: Neglected Role of Investors' Emotion --- p.1
Inadequacies in Existing Theory and Research --- p.3
Significance of Present Study --- p.5
Chapter II. --- LITERATURE REVIEW --- p.6
Demographic Studies of Investors --- p.6
Decision Research on Choice Behavior --- p.7
Personality Trait / Cognitive Style Approach --- p.7
Situationist Approach --- p.8
Interactionist Approach --- p.9
Summary --- p.10
Findings in choice behavior research --- p.10
"Notion of ""Bounded Rationality""" --- p.10
Frameworks for task and context effects --- p.12
Decision-making as a Conflict Resolution Process --- p.13
Generalized Cost/Benefit Analysis - the Emotional Dimension --- p.14
Summary --- p.16
Chapter III. --- HYPOTHESES --- p.18
Information Acquisition --- p.18
Negative Information --- p.20
Positive and Irrelevant Information --- p.23
Evaluation and Judgment --- p.25
Strategies Formulation --- p.28
Trading Performance --- p.30
Chapter VI. --- METHODS --- p.32
Overview --- p.32
Material and Apparatus Selection --- p.33
Selection of Music --- p.33
Selection of Currency Pair --- p.35
System for Trading Simulation --- p.36
Selection of News Items --- p.37
Pretest of Treatments --- p.39
Subjects --- p.40
Procedure --- p.41
Manipulation Check - Pretest --- p.42
Likert scale Measure --- p.43
Affect Grid Measure --- p.44
Convergent Validity of Measures --- p.45
Summary --- p.46
Estimation of Power and Optimal Sample Size for the Main Experiment --- p.46
Main Experiment --- p.46
Subjects --- p.47
Procedure --- p.47
Measures of Studied Variables --- p.48
Control Variables --- p.49
Chapter V. --- RESULTS & DISCUSSIONS --- p.51
Manipulation Checks --- p.51
Reliability of Mood Measures --- p.51
Effect of Manipulations --- p.52
Effects of Control variables --- p.54
Trading Performance --- p.55
Information Acquisition --- p.59
Negative Information --- p.59
Positive and Irrelevant Information --- p.62
Time Allocation --- p.64
Summary --- p.66
Evaluation and Judgment --- p.66
Decision Time --- p.66
Decision Complexity --- p.68
Decision Accuracy --- p.70
Summary --- p.71
Strategy Formulation --- p.72
Use of Cut-loss Order --- p.72
Use of Limit-profit Order --- p.73
Investment Size --- p.73
Summary --- p.75
Discussion --- p.75
Chapter VI. --- CONCLUSION --- p.78
Discussion --- p.78
Limitations and Suggestions for Future Studies --- p.80
Suggestions to Investors --- p.76
Individual Investors --- p.82
Institutional Investors --- p.84
BIBLIOGRAPHY --- p.86
APPENDICES --- p.91
Appendix 1 News Selection Phase One: Judges' Rating --- p.91
Appendix 2 Screen Layouts of the Internet Trading System --- p.92
Appendix 3 Coding Scheme -Complexity of Reasoning --- p.93
Appendix 4 Questionnaire --- p.94

碩士
國立彰化師範大學
商業教育學系
95
A Study of Vocational-school Students’ Money Attitudes on Consumer Decision-Making at Cellular phones 　　　　　　　　　　　ABSTRACT The purpose of this study was to explore vocational-school students’ money attitudes on consumer decision-making at cellular phones. The consequence of this study will offer advice to parents, schools, and teaching staff. In order to reach these purposes, first, the writer took the related literature as a base to understand the concept, theory foundation, and research tools. Second, the writer used a purposive sampling and picked 12 vocational schools from northland, midland and southland of Taiwan. The collected data were analyzed by descriptive statistics, chi-square test, t-test, one-way ANOVA, cluster analysis, and discriminate analysis. The major findings of this study were as follows: 1. Vocational-school students have 5 factors of the money attitudes: good, power-prestige, distrust, anxiety and quality. These attitudes trend to the mid degree in anxiety dimension, but trend to the upper of the mid degree in good and distrust dimensions, trend to the lower of the mid degree in power-prestige and quality dimensions. 2. The consumer decision-making of vocational-school- students trend to the upper of mid degree in conformity style and usability style, but trend to the mid degree in novelty style, trend to the lower of mid degree in impulsion style and show off style. After cluster analysis, there are 4 styles of vocational-school students on consumer decision-making at cellular phones: conformity-novelty style, conformity-novelty-usability style, conformity-usability style, and usability style. And 86.4 percent of vocational-school students are influenced by usability when making consumer decision on cellular phones. 3. The vocational-school students’ saving habits, allowances, consciousness of family’s economic situation, and money source of buying cause differences because of the social and economic status of parents. The prices of the cellular phones that vocational-school students bought cause differences because of parents’ money rearing. Students’ money attitudes also cause differences because of their money experience. 4. The relations of vocational-school students’ money attitudes on consumer decision-making at cellular phones: (1) When students making consumer decision on cellular phones are conformity-novelty style, their money attitudes trend to the upper of the mid degree in good dimension, trend to the more upper of the mid degree in power-prestige and quality dimensions, and trend to the lower of the mid degree in distrust and anxiety dimensions. (2) When students making consumer decision on cellular phones are conformity-novelty-usability style, their money attitudes trend to the mid degree in good dimension, trend to the upper of the mid degree in power-prestige and quality dimensions, and trend to the more upper of the mid degree in distrust and anxiety dimensions. (3) When students making consumer decision on cellular phones are conformity-usability style, their money attitudes trend to the lower of the mid degree in good dimension, trend to the mid degree in power-prestige and quality dimensions, and trend to the upper of the mid degree in distrust and anxiety dimensions. (4) When students making consumer decision on cellular phones are usability style, their money attitudes trend to the more upper of the mid degree in good dimension, trend to the lower of the mid degree in power-prestige and quality dimensions, and trend to the mid degree in distrust and anxiety dimensions.

碩士
輔仁大學
統計資訊學系應用統計碩士班
106
The purpose of this study is to understand correlation among personality traits, lifestyle, money attitudes and consumption decision-making patterns of Taiwan’s young groups, this research used purposive sampling method. There was an online survey for people between 18~45 years old and 306 valid questionnaires were returned. Questionnaires were analyzed by “frequency distribution”, “descriptive statistics”, “associativity analysis”, “McNemar test” and “canonical correlation analysis” and our findings shows: Interviewees can be mainly separated into office workers and students. Office workers are at prime of life, have higher and stable income. They have rigorous personality traits, sensitive to prices in life and apparent met tendency. Most of them are main decision consumer, has higher percentage to consume online and use credit cards or cash cards; most of students are youth, have lower and unstable income. They have open and affine personality traits and the most apparent tendency to the prices in daily life. Besides, consumers who have higher tendency to fashion make decisions bias to leisure, enjoyment and brand awareness; consumers who care the power and fame brought by money make decisions bias to brand awareness, too.

The aim of this thesis was to explore the experiences of black, married, working, South African women in relation to financial decision-making processes within private households from a working-woman’s perspective. The focus was on married women in middle and senior management positions in their workplaces. Following a literature review to accumulate empirical evidence from similar studies in the areas of Economics, Sociology, Psychology, Feminism and Economic Psychology, eight, individual, semi-structured interviews were conducted with black South African women in managerial positions to establish the women’s understanding of the meaning of money, concepts and practices of sharing of monetary resources between husband and wife in the household, the allocation of money as a resource in the household, control of money between husband and wife in the household, and decision-making processes between husband and wives. The key findings of the study were: · The diverse construction of the meaning of money. Women’s views on money had an impact on how they viewed their roles in household financial management and decision-making. · The absence of equal sharing of money and the existence of breadwinning/caregiver ideologies. Three patterns of money management were identified. Joint pooling, where equality of sharing, control and decision-making was greatest, was associated with higher income levels and availability of personal spending money. The female whole wage system, with minimal control and joint decision-making, was associated only with women with high-level income and minimal personal spending money. The independent managed system was associated with completely separate money management, unequal sharing of money, increased power, inequality in decision-making, and increased personal spending money by the breadwinner. · The pattern of financial allocation adopted had an influence on control and decision-making in the household. In all the systems of financial allocation adopted, women indicated that their partners had a final say in the financial decision-making processes. The study highlights some policy implications of inequality in financial decision-making. Due to the fact that household based analysis assumes that financial decision-making is shared equally in the households, women and children will most of the time lose out when this is not the case. It was therefore recommended that a deeper understanding of household decision-making may help the policy makers and researchers alike to focus on women in a more effective way, for example, by designing empowering programmes that will assist women to be involved in the financial planning and decision making in their households.
Dissertation (MA (Research Psychology))--University of Pretoria, 2005.
Psychology
unrestricted

碩士
國立陽明大學
神經科學研究所
101
Why do we need time? Because we want to collect information and it takes time. Why do we want more information? Because it could help making better decisions. Taking more time before making a response could be beneficial because it often allows more information to be gathered which in turn could improve performance. Taking more time could also be costly because time often acts as a limited resource that competes against others. Research on perceptual decision making (PCM) has made tremendous progress to the understanding of the neurobiological foundation of decision making in the context of information accumulation. However, the tradeoff between information gathering and time cost remains little known. In this study, we investigated how humans perform this tradeoff in a random-dot motion (RDM) task, a well-established paradigm for studying information accumulation. Critically, we designed the task such that the reward for making correct judgment would decrease over time. This decreasing reward schedule was designed to resemble time cost. To perform well in this task, the subjects needed to choose a response time that appropriately balanced information gathering and the cost of time. To evaluate performance, an optimal model of response time was developed. We found that subjects (n=22) changed response time in the direction consistent with the model, suggesting that integration computations takes place in this context. However, we also found that subjects tended to be slower than they should when required to make very fast response, whereas the pattern was opposite when there was less pressure for timely response. Two models were proposed to explain these two distinct suboptimal patterns.

碩士
中州科技大學
機械與自動化工程系
103
This study explore to the impact "personality" and "money attitude" on "consumer decision-making patterns" of fireman.Although fireman salary is stable, but firefighters working environment is high-risk and usually faced with an emergency rescue mission. Most fireman service busy. Therefore, the financial concepts t and knowledge of finance is weak. When any time face the challenge of potentially life-threatening, fireman need to have more than the average person has a good attitude towards money, financial.Therefore, this paper Taichung fireman for the study, through statistical analysis and descriptive information gained through factor analysis, reliability analysis, validity analysis and regression analysis. The study found that research: 1.Different backgrounds variables have a significant influence on Personality traits, money attitudes and consumption decision-making styles. 2. Different personality traits have a significant impact on the consumer decision-making styles. 3. Different money attitudes have a significant financial impact on the consumer decision-making styles.

碩士
南華大學
財務金融學系財務管理碩士班
103
The purpose of this study was to understand the money attitudes and consumption decision making styles of public senior high school students in Changhua at present time. The influence of the population statistic variables on the money attitudes and consumption decision-making styles and its relevance was analyzed. This study recruited 341 students from four public senior high school students in Changhua for questionnaire investigation. The empirical results were as following: 　　1)The “gender” variable makes significant differences on “power prestige” and “retention time” aspects of the money attitudes. The male students tend toward “power prestige”, and the female students tend toward “retention-time” aspects. The “different economic status” variable makes significant differences on “anxiety” aspects of the money attitudes. The “different pocket money” variable makes significant differences on “power prestige” aspects of the money attitudes. 　　2)The “gender” variable makes significant differences on “the recreation of physical stores” aspects of the consumption decision-making styles. The “different schools category” variable makes significant differences on “the recreation of online stores” aspects of the consumption decision-making styles. 　　3)The “different economic status” variable makes significant differences on “the recreation of physical stores”, “brand conscious” and “novelty-and-fashion conscious” aspects of the consumption decision-making styles. The “different pocket money” variable makes significant differences on “high-quality conscious” and “novelty-and-fashion conscious” aspects of the consumption decision-making styles.

碩士
長庚大學
管理學院碩士學位學程在職專班經營管理組
98
The purposes of this study were to understand the money attitudes and consumer decision-making styles of senior high school students at this time, analysis the population statistic variables how to impact on the money attitudes and consumer decision-making styles, and explore the forecast factors of the consumer decision-making styles. This study adopted questionnaire investigation method. The participants were 890 students from thirteen senior high schools in Taipei City. One study instrument was the money attitudes scale, the other was the consumer styles inventory. The collected data were analyzed by descriptive statistics, Person’s product-moment correlation, independent-samples t test, one-way analysis of variance, and diversified analysis of regression. The results of study were presented as follows: 1)The gender variable makes significant differences on power- prestige, distrust, and quality aspects of the money attitudes. The boy students tend towards power-prestige and quality aspects, the girl students tend towards distrust aspects. The pocket money variance makes significant differences on power-prestige and quality aspects。 2)The gender variable makes significant differences on perfectionism and brand-conscious aspects of the consumer decision-making styles. The pocket money variable makes significant differences on perfectionism, brand-conscious, and novelty-fashion conscious aspects. 3)The power-prestige,distrust, and quality aspects of the money attitudes can forecast the perfectionism aspect of the consumer decision-making styles. The power-prestige and quality aspects of the money attitudes can forecast brand-conscious and novelty-fashion conscious aspects of the consumer decision-making styles. The distrust and quality aspects of the money attitudes can forecast confused by over choice aspect of the consumer decision-making styles.

碩士
國立虎尾科技大學
經營管理研究所在職專班
102
With the development of modern technology, modern people’s consuming ability has increased greatly. Thus, many experts and scholars try to integrate financial planning conceptions into elementary curriculum. Teacher’s money attitude also affects students a lot. This study aims to the current Yunlin County elementary school teachers’ money attitudes and the status of the consumer decision-making styles, and explores the relationship between the two. And I also compare the results with the Kaohsiung City elementary school teachers documented in Huang (2013)(黃珮君,2013) to understand the difference between rural and urban elementary school teachers in terms of money attitudes and consumer decision-making styles. I analysize the data of Questionnaire via frequency distribution, descriptive statistics, independent samples T-test, ANOVA, Pearson product moment correlation analysis and obtain the following results: 1.Money attitudes of teachers in Yunlin County elementary school are prominent in the “budget” aspect, but teachers in Kaohsiung City elementary school are significant in the “power and fame” aspect. 2.The consumer decision-making styles of teachers in Yunlin County elementary school and Kaohsiung elementary school are all prone to the “price consciousness” aspect. 3.The money attitudes of teachers in Yunlin County elementary school are in highest correlated with anxiety; the money attitudes of teachers in Kaohsiung City elementary school are hightly correlated with “power and fame” aspect.

碩士
國立屏東教育大學
社會發展學系碩士班
101
The purposes of this study were to understand the current status of the money attitudes and consumer decision-making styles among primary school teachers, compare the variables and awareness differences among teachers of different backgrounds in terms of money attitudes and consumer decision-making styles , and investigate the relationship and predictability between their money attitudes and consumer decision-making styles. This study was targeted at certified primary school teachers in Kaohsiung City in 2011, exclusive of the substitute teachers and school personnel. The self-adapted questionnaire on “The Relationship between the Money Attitudes and Consumer Decision-making Styles among Certified Primary School Teachers in Kaohsiung City” was adopted as the research tool. The stratified samplings were formed according to the school size, and teachers from 18 schools were selected randomly. 565 valid questionnaires were collected. The attained data were analyzed in terms of mean and standard deviations, t-test, one-way ANOVA, Pearson’s product-moment correlation, and step-wise multiple regression. The results of this research were obtained as follows: 1. In the perspective of money attitudes, most teachers show a tendency for “power/ prestige”. 2. As for the consumer decision-making styles, most primary school teachers tend to be “price-conscious”. 3. With respect to money attitudes, the single, female teachers with less than 10 years’ teaching experience and under the age of 30 tend to be the “money-budgeting planners.” 4. In terms of consumer decision-making styles, the single, female teachers with less than 10 years’ teaching experience and under the age of 30 tend to be more “modern” and “fashionable.” 5. There is a positive correlation between teachers’ money attitudes and consumer decision-making styles, in which the factor of “power/prestige” influences the consumer decision-making styles most. Finally, based on the study results, recommendations were proposed for the reference of primary school teachers and future researchers.

Market economic values have for the last decades been given an increasing role with the establishment of financial institutes and global organisations with a capitalistic focus as a consequence. As a counter reaction, the concept of sustainable development has emerged complementing the economic focus with environmental and social aspects. However, there are still challenges on how to make balanced decisions based on all three view points and consequently the decision makers still primarily reside to the established tangible financial data. Within the industrial setting there is no difference. The manufacturing system design is based on multiple criteria and requirements, but commonly the final investment decision is primarily based on what can be financially justified. Longterm solutions probably lies in combining the tangible economy with the less tangible soft values that cannot be valued in monetary means. Therefore, to find this sweet spot, the purpose of this research is to in-depth investigate the world of economy, but from an engineers' point of view. A financial analysis is done to understand the economical components and how these are related to the manufacturing system. Furthermore, to connect cost with contributed value of the manufacturing system, a holistic business value chain analysis is done to ensure that less tangible aspects can be understood and utilised. The result of this research, highlights for example that sales volume has a larger impact on the manufacturing profitability, than that of the initial investment cost. Therefore, manufacturing systems should also be evaluated on the bases of how well it can meet the volatility in market demands. Another result presented is a portfolio of new graphical representation used as a support tool for investment decisions. Furthermore, to be able to invest in manufacturing systems that contribute to a more competitive company, the wider business value with manufacturing is discussed.

碩士
育達科技大學
資訊管理所
104
In 21 Century, Internet roles new media, in addition to providing information exchanging, in recent years combined with a wide range of marketing and logistics mechanisms and innovative patterns of consumption. This study aimed to understand the the money attitude and online shopping decision-making styles in junior high school students, and discuss the differences and correlation under the different personal background. This study tested 776 junior high schools students in Miaoli County, using the questionnaire survey, descriptive statistical data using SPSS statistics software analysis, independent-samples t test, one-way ANOVA analysis, Pearson product moment correlation statistical method to analyze. The research findings show：boys and grades in the eight, and ninth students tended to regard money as power fame, personal symbol of success achievement. The higher grades and more allowance students for money have more anxiety. The consumer decision-making patterns of online shopping in junior high students : boys tend to buy well-known brands and care their consumer rights. The consumer cognition and value of the ninth grade students is generally higher than the seventh grade students. The students perceived family economic status "upper intermediate" and have more allowance, spend more inclined to buy high visibility branding and pop, with new and interesting products. On the other hand, money attitudes and online shopping decision-making styles of junior high school students are relatived in multiple aspects. This study based on the results could provide references for family education, school education, online shops and make recommendations for future research, to promote domestic economic education.

碩士
國立臺北大學
金融與合作經營學系
100
The previous studies reported that there is a considerable degree of correlation between money attitudes and consumer decision-making styles, in view of the differences in gender roles and their functions will result in differences in their behavior, so we added gender roles as explore. In this study, we collect valid samples from Taipei and Shanghai to explore the relevance of female gender roles and their money attitudes and consumer decision-making styles impact of different cultural backgrounds. Trying to find out whether there is also a difference in the money attitudes and consumer decision-making styles that two group of female consumers living in a different cultural background, The research results indicate that influence consumer decision-making styles, not gender, female gender roles is one of the important factors to influence consumer decision-making styles, and will be affected by the impact of different cultural backgrounds. Our study speculated that the Shanghai female leadership in the economic environment as higher than Taipei female, relative to Taipei, Shanghai female as autonomous, and masculine qualities more strongly. They play more leadership, strong, independent gender role. In this study, the model used for Taipei and Shanghai measure results verify the different parts of female gender roles, different money attitudes and consumer decision. Women have different gender roles in different social and cultural, and has a different consumer decision-making styles.

碩士
中華大學
企業管理學系碩士班
103
The study aims to understand how Miaoli junior high school teachers' money attitudes and personal traits affect their consumer decision-making styles, compare how the variable of different backgrounds influences junior high school teachers' decision-making styles, and analyze how money attitudes and personal traits determine consumer decision-making styles. Based on the Money Attitude Scale, the Life Scale, and the Consumer Decision-making Styles Scale, the study surveys the teachers from five junior high schools in Miaoli County, with 201 valid questionnaires. Through the software package used for statistical analysis (SPSS), the data are analyzed by the statistical methods such as the Descriptive Statistic Analysis, the t Test, the One-Way ANOVA, and the Multiple Regression Analysis. The study intends to discuss how junior high school teachers' money attitudes and personal traits connect with their consumer decision-making styles, concluding the following valuable findings: 1. Under the variable of different backgrounds, the junior high school teachers show significantly different consumer decision-making styles. According to the result of the study, female teachers have greater tendency for impulse shopping than male ones do; besides, the junior high school teachers without any children are more likely to pursue fashionable products than those with two, three, or more children are. 2. Money attitudes influence consumer decision-making styles. Based on the result of the study, money attitudes are the sources of anxiety, having positive influences on "Impulse Shopping," "New Popular," "Brand-Conscious," and "Price-Conscious." 3. Personal traits also determine consumer decision-making styles. According to the result of the study, the personal traits of "Neuroticism" and "Agreeableness" negatively influence impulse shopping; on the other hand, "Openness" positively influences impulse shopping. Keywords: money attitudes, lifestyle, consumer decision-making styles

Behaving in a complex world requires flexible mapping between sensory inputs and motor outputs. One must be able to make decisions about what actions to take based on a wide variety of inputs. This presents a routing problem: brain areas involved in decision making must receive information encoded by different sensory neurons in different situations. In this thesis I investigate this routing problem using two variations of the random dot motion task which require flexible routing. In the first, a single random dot motion task appears in different locations on different trials. Recording from the lateral intraparietal area (LIP) revealed several neural features which varied with stimulus location. A second task made it possible to disentangle routing from other signals, by separating the time of routing from the onset of motion and decision making. In this second task, a visual cue indicated the location at which relevant motion would appear. After the cue was extinguished, two random dot motion patches appeared. An informative patch appeared at the cued location, and an uninformative patch appeared at another location. Comparison of these two tasks revealed three location dependent signals at motion onset: a visual signal related to surround suppression, a second suppressive signal that may set the amount of evidence required for decision making, and a 12-20 hertz oscillation in firing rate. This oscillation appears to be a signature of flexible information routing. It appears at motion onset when the motion stimulus varies in location unpredictably; it appears at cue onset when a spatial cue indicates the location information must be routed from; and it does not appear when stimulus location is fixed and flexible routing is not required. Future work on this project will eventually require tools which are not well developed for use in rhesus macaques. The final chapter describes two projects which attempt to address this problem, one through the use of optogenetics in monkeys and the other by adapting an established monkey behavioral task for use in mice.

Behavioural choices of animals as they acquire resources in the wild are well characterized by foraging theory; however, the neural mechanisms underlying these behaviours are not well understood. The goal of this thesis is to understand the brain mechanisms involved in selecting and executing such foraging behaviours. To do so, rhesus monkeys performed a novel visuosaccadic foraging task while we recorded the activity of single neurons in the intermediate layers of the superior colliculus (SCi). An important innovation of this task is that both target profitability – the measure of value in the simplest case of foraging theory – and saccade choice are measured separately. We hypothesized that target profitability is represented in the SCi in addition to its well characterized role in saccade planning and preparation. Visual Foraging Task: Monkeys harvested coloured dots representing prey items by fixating them for a pre-specified handling time. On each trial, multiple prey are presented, sharing identical physical attributes except that each was one of three colours. All prey of the same colour shared the same profitability [Profitability = reward magnitude (ml)/handling time (s)]. According to foraging theory, intake of reward is maximized if prey are selected in descending order of their profitability. Indeed, we found subjects gradually approached optimal efficiency. We computed an index of the relative subjective profitability of each prey colour, which compared the rank order with which monkeys chose prey of each colour. This subjective index of profitability was then compared to concomitant SC activity attributed to the prey item in the neuron’s response field (RF). First, we found that the amount of SC activity reflected the subjective profitability of the RF targets, and established that this effect was not simply a result of saccade goal planning. Second, profitability information remains dominant throughout the handling period until reward delivery, after which activity also became selective for upcoming saccades. Together, our results highlight the prominent role of target profitability in shaping SCi activity. We propose that profitability information in the SCi may play an important role in resolving competition between numerous target representations to choose the next saccade goal.
Thesis (Master, Neuroscience Studies) -- Queen's University, 2011-02-21 15:37:43.468

Game theory outlines optimal response strategies during mixed-strategy competitions in which available actions are selected probabilistically. The neural processes involved in choosing individual strategic actions, however, remain poorly understood. Here, actions need to be selected (1) in the absence of sensory instruction or reward cues and (2) independent of previous events. This thesis examines the neural processes involved in action selection during mixed-strategy competition. To do so, we both measured and manipulated presaccadic activity in the primate superior colliculus (SC), a structure involved in the generation of orienting saccadic eye movements, during a strategic game. The first study tested whether the SC is involved in choosing saccades under strategic conditions. Monkeys were free to choose either of two saccade targets as they competed against a computer opponent during the mixed-strategy game ‘matching-pennies’. The accuracy with which pre-saccadic SC activity predicted upcoming choice gradually increased in the time leading up to the saccade. Probing the SC with supra-threshold stimulation demonstrated that these evolving signals were functionally involved in preparing strategic saccades. Finally, sub-threshold stimulation of the SC increased the likelihood that contralateral saccades were selected. In the second study, we compared the influence of previous actions and rewards on updating premotor activity in the SC in the strategic condition where eliciting stochastic responses was optimal and in a non-strategic condition where stochastic responses were also elicited but through explicit instruction. To avoid exploitation by opponents during mixed-strategy competitions one should select behaviors unpredictably, that is, independent of previous choices and their outcomes. The iterative updating of neural processes involved in selecting actions to produce mixed-strategy behaviors, however, remain poorly understood In both tasks, premotor activity and behavior were shaped by past actions and rewards with more recent events exerting the largest influence. Importantly, these sequential effects were attenuated under strategic conditions suggesting that updating of selection processes is not entirely automatic but can be tailored to different decision-making contexts. Together our results highlight the active role played by the brain in choosing strategic actions.
Thesis (Master, Neuroscience Studies) -- Queen's University, 2009-01-30 17:11:21.002

Une variété de modèles sur le processus de prise de décision dans divers contextes présume que les sujets accumulent les évidences sensorielles, échantillonnent et intègrent constamment les signaux pour et contre des hypothèses alternatives. L'intégration continue jusqu'à ce que les évidences en faveur de l'une des hypothèses dépassent un seuil de critère de décision (niveau de preuve exigé pour prendre une décision). De nouveaux modèles suggèrent que ce processus de décision est plutôt dynamique; les différents paramètres peuvent varier entre les essais et même pendant l’essai plutôt que d’être un processus statique avec des paramètres qui ne changent qu’entre les blocs d’essais. Ce projet de doctorat a pour but de démontrer que les décisions concernant les mouvements d’atteinte impliquent un mécanisme d’accumulation temporelle des informations sensorielles menant à un seuil de décision. Pour ce faire, nous avons élaboré un paradigme de prise de décision basée sur un stimulus ambigu afin de voir si les neurones du cortex moteur primaire (M1), prémoteur dorsal (PMd) et préfrontal (DLPFc) démontrent des corrélats neuronaux de ce processus d’accumulation temporelle. Nous avons tout d’abord testé différentes versions de la tâche avec l’aide de sujets humains afin de développer une tâche où l’on observe le comportement idéal des sujets pour nous permettre de vérifier l’hypothèse de travail. Les données comportementales chez l’humain et les singes des temps de réaction et du pourcentage d'erreurs montrent une augmentation systématique avec l'augmentation de l'ambigüité du stimulus. Ces résultats sont cohérents avec les prédictions des modèles de diffusion, tel que confirmé par une modélisation computationnelle des données. Nous avons, par la suite, enregistré des cellules dans M1, PMd et DLPFc de 2 singes pendant qu'ils s'exécutaient à la tâche. Les neurones de M1 ne semblent pas être influencés par l'ambiguïté des stimuli mais déchargent plutôt en corrélation avec le mouvement exécuté. Les neurones du PMd codent la direction du mouvement choisi par les singes, assez rapidement après la présentation du stimulus. De plus, l’activation de plusieurs cellules du PMd est plus lente lorsque l'ambiguïté du stimulus augmente et prend plus de temps à signaler la direction de mouvement. L’activité des neurones du PMd reflète le choix de l’animal, peu importe si c’est une bonne réponse ou une erreur. Ceci supporte un rôle du PMd dans la prise de décision concernant les mouvements d’atteinte. Finalement, nous avons débuté des enregistrements dans le cortex préfrontal et les résultats présentés sont préliminaires. Les neurones du DLPFc semblent beaucoup plus influencés par les combinaisons des facteurs de couleur et de position spatiale que les neurones du PMd. Notre conclusion est que le cortex PMd est impliqué dans l'évaluation des évidences pour ou contre la position spatiale de différentes cibles potentielles mais assez indépendamment de la couleur de celles-ci. Le cortex DLPFc serait plutôt responsable du traitement des informations pour la combinaison de la couleur et de la position des cibles spatiales et du stimulus ambigu nécessaire pour faire le lien entre le stimulus ambigu et la cible correspondante.
A variety of models of the decision-making process in many different contexts suggest that subjects sample, accumulate and integrate sensory evidence for and against different alternative choices, until one of those signals exceeds a decision criterion threshold. Early models assumed that this process is static and does not change during a trial or even between trials, but only between blocks of trials when task demands such as speed versus accuracy change. However, newer models suggest that the decision-making process is dynamic and factors that influence the evidence accumulation process might change both between trials in a block and even during a trial. This thesis project aims to demonstrate that decisions about reaching movements emerge from a mechanism of integration of sensory evidence to a decision criterion threshold. We developed a paradigm for decision-making about reach direction based on ambiguous sensory input to search for neural correlates of the decision-making process in primary motor cortex (M1), premotor cortex (PMd) and dorsolateral prefrontal cortex (DLPFc). We first tested several versions of the task with human subjects before developing a task (“Choose and Go”) that showed ideal behavior from the subjects to test our hypothesis. The task required subjects to choose between two color-coded targets in different spatial locations by deciding the predominant color of a central “decision cue” that contained different amounts of colored squares of the two target colors. The strength of the evidence was manipulated by varying the relative numbers of squares of the two colors. The response times and error rates both increased in parallel as the strength of the sensory evidence in the decision cue (its color bias) became increasingly weaker. Computational modelling showed that the choice behaviour of the subjects could be captured by different variants of the drift-diffusion model for accumulation of sensory evidence to a decision threshold. We then recorded cells from M1, PMd and DLPFc in 2 macaques while they performed the task. Behavioral data showed that response times and error rates increased with the amount of ambiguity of the decision cues. M1 cells discharged in correlation with movement onset and were not influenced by the ambiguity of the decision cues. In contrast, the discharge of PMd cells increased more slowly with increased ambiguity of the decision cues and took increasingly more time to signal the movement direction chosen by the monkeys. The changes in activity reflected the monkeys’ reach choices. These data support a role for PMd in the choice of reach direction. DLPFc data are preliminary but reveal a stronger effect of the color-location conjunction rule in the neuronal discharge than in PMd. Our conclusion is that PMd is involved in the evaluation of evidence for and against different alternatives and about target spatial location independent of the color of the targets. DLPFC neurons play a greater role in processing information about the color and location of the spatial targets and decision cue to resolve the color-location conjunction rule required to decide on the reach target direction.