“…In the business world, decision makers typically prioritize projects based on their value and resource requirement (Koç et al., ; Salo, Keisler, & Morton, ). Advanced evaluation metrics address the difference between value and resource requirements, such as the net present value (Heidenberger & Stummer, ), or the ratio of value and resource requirements, following the “value for money” principle (Skaf, ; Phillips, ). While it is well known in project portfolio selection that practitioners use simple rules (Chao & Kavadias, ) which rank projects according to their specific criteria (Kavadias & Loch, ) like net present value or internal rate of return (Cooper et al., ) and that these approaches are heavily applied in NPD practice (Kavadias & Chao, ), surprisingly little work has been done to investigate people's decision process if they approach the underlying problem.…”