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How do people search for information when they are given the opportunity to freely explore their options? Previous research has suggested that people focus on reducing uncertainty before making a decision, but it remains unclear how exactly they do so and whether they do so consistently. We present an analysis of over 1,000,000 information-search decisions made by over 2,500 individuals in a decisions-from-experience setting that cleanly separates information search from choice. Using a data-driven approach supported by a formal measurement framework, we examine how people allocate samples to options and how they decide to terminate search. Three major insights emerge. First, predecisional information search has at least three drivers that can be interpreted as reducing three types of uncertainty: structural, estimation, and computational. Second, the selection of these drivers of information search is adaptive, sequential, and guided by environmental knowledge that integrates prior expectations, task instructions, and personal experiences. Third, predecisional information search exhibits substantial interindividual heterogeneity, with individuals recruiting different drivers of information search. Together, these insights suggest that human information search is complex in ways that cannot be fully explained by monolithic accounts of information search, including proposals focused on estimation uncertainty or cost-benefit analysis. We conclude that broader theories of human information-search behavior are necessary.
Spektor et al. (Fri,) studied this question.