How do people build up visual memory representations from sensory evidence? Revisiting two classic models of choice.

In many decision tasks, we have a set of alternative choices and are faced with the problem of how to use our latent beliefs and preferences about each alternative to make a single choice. Cognitive and decision models typically presume that beliefs and preferences are distilled to a scalar latent strength for each alternative, but it is also critical to model how people use these latent strengths to choose a single alternative. Most models follow one of two traditions to establish this link. Modern psychophysics and memory researchers make use of signal detection theory, assuming that latent strengths are perturbed by noise, and the highest resulting signal is selected. By contrast, many modern decision theoretic modeling and machine learning approaches use the softmax function (which is based on Luce's choice axiom; Luce, 1959) to give some weight to non-maximal-strength alternatives. Despite the prominence of these two theories of choice, current approaches rarely address the connection between them, and the choice of one or the other appears more motivated by the tradition in the relevant literature than by theoretical or empirical reasons to prefer one theory to the other. The goal of the current work is to revisit this topic by elucidating which of these two models provides a better characterization of latent processes in