title: "The map is not the territory".
abstract: Bentley et al.'s claim that their "map … captures the essence of decision making" (target article, Abstract) is deconstructed and shown to originate in a serious misunderstanding of the role of principal components and statistical graphics in the generation of pattern claims and hypotheses from profile data. Three alternative maps are offered, each with its radiation of further investigations.
authors.affiliation: Department of Anthropology, University of Vienna, A-1091 Vienna, Austria, and Department of Statistics, University of Washington, Seattle, WA 98195. fred.bookstein@univie.ac.at.
authors.forename: Fred L
authors.initials: FL
authors.lastname: Bookstein
mesh_terms: D003625:Data Collection; D003657:Decision Making; D006801:Humans; D012919:Social Behavior; D060756:Social Networking