Judgment is not color blind: The impact of automatic color preference on product and advertising preferences

This research examines the colors white and black and highlights the importance of automatic preference for the color white over black in product choice and advertising contexts. Across three studies, we incorporate multiple Implicit Association Tests to assess automatic preferences for colors, products, races, and advertisements. In Study 1, we demonstrate an automatic color preference for white over black, show that this preference holds for Caucasian-Americans and African-Americans, and find that automatic color preference predicts automatic product preference of white over black-colored products. Study 2 extends these findings by showing that actual behavioral product choice is best predicted by a combination of automatic and explicit color preferences. In the advertising domain, Study 3 demonstrates how automatic color preference influences advertising responses and how it explains the lack of in-group preference by African-Americans in previous implicit studies of racial preference. Collectively, our research draws attention to the need to disentangle white and black as designation of colors versus racial groups, and offers significant and novel contributions to the work on color and race in consumer psychology.     

Representation of subjective preferences under ambiguity

The objective of this paper is to show how potentially incomplete preferences of a decision maker (DM) on acts can be modelled formally in a subjective ambiguity perspective. We identify acts as functions from a state space Ω to bounded support (finitely additive) probabilities over a set X of prizes. Then, we characterize preferences over equibounded acts a which have a numerical representation by the family of functionals , where u is a cardinal utility on X (representing the risk attitude of the DM) and Π is a unique pointwise closed convex set of probabilities on all events in Ω (representing the ambiguity perceived by the DM). To this end, in addition to the usual independence and continuity assumptions, we add completeness and dominance for preferences restricted to constant acts; moreover, we consider two other properties (subjective monotonicity and coherence) related with the preferences of a DM who is not able, owing to his partial knowledge, to evaluate any event in Ω.     

Choice preferences without inferences: subconscious priming of risk attitudes

We present a procedure for subconscious priming of risk attitudes. In Experiment 1, we were reliably able to induce risk‐seeking or risk‐averse preferences across a range of decision scenarios using this priming procedure. In Experiment 2, we showed that these priming effects can be reversed by drawing participants' attention to the priming event. Our results support claims that the formation of risk preferences can be based on preconscious processing, as for example postulated by the affective primacy hypothesis, rather than rely on deliberative mental operations, as posited by several current models of judgment and decision making. Copyright © 2002 John Wiley & Sons, Ltd.     

农耕-游牧文化下风险偏好的差异：证据与分析框架

个体风险偏好是决策心理学的主要关注点之一, 其差异受个体因素及文化的影响。已有研究主要围绕集体主义-个体主义的文化分类研究个体风险偏好差异, 忽略了物质文化的影响。生态决策及社会生态研究者认为, 生态环境通过塑造物质文化(例如生存策略)影响个体经济偏好。基于对以往文献的分析发现, 不同生存策略主导的两大文化(农耕和游牧)对个体的风险偏好有不同影响, 属于农耕文化的个体更厌恶风险, 而属于游牧文化的个体具有更高的风险偏好。由于现有研究的局限和不足, 该推论值得进一步的因果研究证实。     

Asymmetric preferences for road safety: Evidence from a stated choice experiment among car drivers

Recent research has proposed fitting responses from discrete choice experiments to asymmetric value functions consistent with prospect theory, taking into account respondents’ reference points in their valuation of choice attributes. Previous studies have mainly concentrated on travel time and cost attributes, while evidence regarding road safety attributes is very limited.This paper investigates the implicit utility of a road safety attribute, defined as the number of casualties per year in alternative car trip choices, when safety improves or deteriorates. Using appropriate statistical tests we are able to reject symmetric preferences for losses and gains in the level of safety and estimate a sigmoid value function that exhibits loss aversion and diminishing sensitivity. This adds an interesting psychological dimension to the preference of road safety. Possible implications of this finding for policy making are discussed.     

Some determinants of changes in preference over time

Results of longitudinal studies suggest that the stability of preferences varies across individuals, although it is unclear what variables account for these differences. We extended this work by conducting periodic assessments of preference for leisure activities over 3 to 6 months with 10 adults with developmental disabilities. Although previous research has collectively shown that preferences identified via repeated assessment are highly variable, our results showed that preferences were relatively stable for the majority (80%) of participants. In an attempt to identify some environmental determinants of shifts in preference, we provided extended daily access to high-preference items (preference-weakening manipulation) and paired access to low-preference items with social and edible putative reinforcers during brief sessions (preference-strengthening manipulation). Preference assessments continued over the course of these manipulations with 2 participants. Results showed that changes in preference across time could be produced systematically and suggest that naturally occurring changes in establishing operations or conditioning histories contribute to temporal shifts in preference. Implications for preference assessments, reinforcer usage, and planned attempts to change preferences are discussed.     

Preference or ability: Exploring the relations between risk preference,personality, and cognitive abilities

Key issues in the behavioral sciences are if there exist stable risk preferences that generalize across domains and if these are best measured by revealed risk preference (RRP) in behavioral decision tasks or by surveys eliciting stated risk preference (SRP). We applied network analysis to data from a representative Swedish sample to investigate the relations between RRP, SRP, personality characteristics, and cognitive abilities, using in total over 70 measurements. The results showed that different measures of RRP were poorly intercorrelated and formed a community together with measures of numerical and cognitive abilities. Measures of SRP were weakly correlated with measures of RRP and identified in a distinctly separate community, along with personality characteristics and gender. The ensuing analyses provided support for a model suggesting that RRPs are contaminated by demands on numerical and cognitive abilities. RRPs may thus suffer from poor construct validity, whereas SRPs may better capture people's everyday risk preferences because they are related to more stable traits.     

The genetics of economic risk preferences

We examine the influence of genetics on economic risk preferences by administering a measure of these preferences to monozygotic (MZ) (i.e., identical) and dizygotic (DZ) (i.e., non‐identical) twin pairs. Our analysis supports a dominant genetic effect and virtually no additive genetic effect on economic risk preferences, with the heritability of preferences estimated at 0.63. These findings suggest that over half of the variation in such preferences can be explained by genetic factors, with the remainder of the variance explained by environmental influences not shared among sibling twins. We discuss the implications of our findings for the study of individual differences in economic risk preferences. Copyright © 2009 John Wiley & Sons, Ltd.     

An assessment of the efficiency of and child preference for forward and backward chaining

Comparative studies of forward and backward chaining have led some to suggest that sensitivity to each teaching procedure may be idiosyncratic across learners and tasks. The purposes of the current study were threefold. First, we assessed differential sensitivity to each chaining procedure within children when presented with multiple learning tasks of similar content but different complexity. Second, we evaluated whether differential sensitivity to a chaining procedure during a brief task predicted differential sensitivity during the teaching of longer tasks. Third, we directly assessed children's preferences for each teaching procedure via a concurrent-chains preference assessment. Learners acquired all target skills introduced under both chaining conditions, but individual children did not consistently learn more efficiently with either procedure. Short-duration tasks were not predictive of performance in tasks of longer duration. Both chaining procedures were preferred over a baseline condition without prompting, but participants did not demonstrate a preference for either procedure.     

心理不安全状态下决策者的风险偏好

心理不安全感是指人们对可能遭受的伤害与威胁的担忧与焦虑。当下, 许多个体都是在心理不安全的状态下进行决策。对于心理不安全状态下的风险偏好规律, 现有研究得到了矛盾的结果。此外, 心理安全感对风险偏好的作用机制尚不明确。本研究聚焦心理安全感对风险偏好的影响, 考察心理安全感的补偿机制在其中的中介作用, 并探讨选项分布情况在其中的调节作用, 以此揭示心理安全感为何及如何作用于风险偏好。研究结果将有助于明确决策者在心理不安全状态下的风险偏好规律, 从而完善现有的风险决策理论。同时, 为公共管理政策制定提供科学依据。     

Experimental consideration of preference in decision making under certainty

This paper describes an experiment in decision making under certainty with multiple, conflicting objectives and continuous decision variables. Two techniques for analysing such problems are considered: one taken from the paradigm of multicriteria decision making (MCDM), a non-directed approach called the NAIVE technique, and one from the paradigm of multiattribute decision analysis (D/A), the SMART technique. While the two techniques seek and are throught to arrive at the same end—a solution which is in some sense optimal for the decision maker (DM)—the former approach implicitly incorporates DM preferences while the latter approach considers preferences explicitly. The setting is a laboratory study using a sample of university students on a three-criteria problem which is designed to study the extent to which value functions implied/assessed by the techniques are consistent with DMs' holistic ranking of alternatives. Results show that (1) the two techniques of interest show significantly better rank order correlation with holistic judgement compared with other techniques, (2) DMs prefer the non-directed MCDM approach and (3) subjects break down into two groups: those that use assessable value functions when ranking and those that do not. This implies that for small-dimensioned problems DMs may first need to be classified as to the assessability of their value functions before a solution method is chosen.     

Age-related changes in task-switching components: the role of task uncertainty

The present study examined age differences in executive functioning, using an externally cued task-switching paradigm. Two components of task switching were assessed: the ability to maintain and select among task sets (general switch costs) and the ability to switch between task sets (specific switch costs). In contrast to previous findings, we found large age-related differences in specific switch costs, especially when the number of potentially relevant task sets is increased from two to four. Age-related differences in general switch costs were absent when external task cues subserved executive processing in task switching. Generally, the findings suggest that age-related impairments in task-switching components vary as a function of task uncertainty, such as the presence of environmental prompts to behavior.     

如何用行为经济学应对不确定性：拓展有效助推的范围

本文提出了决策中不确定性的五种类型及其行为学和心理学的应对机制：用简捷启发式替代加权求和应对信息不确定性, 用直觉应对认知不确定性, 用价值观预测选择偏好应对行为不确定性, 用决策参照点的权重替代概率应对结果不确定性, 用时间换时间以降低延迟折扣应对未来不确定性。新行为经济学应当通过“为什么”的功能性分析, 找到行为助推的心理杠杆。化解不确定性本身就是一种有效的行为助推; 化繁为简是行为助推的关键所在。     

Probability matching in choice under uncertainty: Intuition versus deliberation

Gaissmaier and Schooler (2008) [Gaissmaier, W., & Schooler, L. J. (2008). The smart potential behind probability matching. Cognition, 109, 416-422] argue that probability matching, which has traditionally been viewed as a decision making error, may instead reflect an adaptive response to environments in which outcomes potentially follow predictable patterns. In choices involving monetary stakes, we find that probability matching persists even when it is not possible to identify or exploit outcome patterns and that many “probability matchers” rate an alternative strategy (maximizing) as superior when it is described to them. Probability matching appears to reflect a mistaken intuition that can be, but often is not, overridden by deliberate consideration of alternative choice strategies.     

Pigeons' preference for variable-interval water reinforcement under widely varied water budgets.

Water budget of pigeons was varied to assess the dependence of risk-sensitive preferences upon economic context such as has been reported for energy-budget manipulations with small animals in behavioral ecology research. Fixed- and variable-interval terminal-link water schedules reinforced choice between equal variable-interval initial-link schedules arranged on two pecking keys. While keeping a severely restrictive budget the same across three phases of the experiment, a contrasting distinct ample budget was arranged in each. To mimic typical methods in behavioral ecology studies, in each ample budget a more than three-fold increase in amount of water per reinforcer presentation was instituted simultaneously with significantly increased overall access to water. Total choice response rates plummeted in the ample budgets, and body weights either increased significantly or remained unchanged in different phases as expected by the nature of the different manipulations. Clear preferences for the variable-interval schedule were found throughout the experiment, except for rare instances of key bias. The results agree with similar operant food-reinforcement studies and extend conditions under which risk preference apparently does not depend upon economic context.     

Perceived social context and risk preference: A re-examination of framing effects in a life-death decision problem

This study examines the effects of perceived group context on subjects risk attitudes and their sensitivity to the framing of choice outcomes in a ‘life-death’ decision problem. It seeks to uncover the psychological mechanisms underlying decision-making biases by systematically manipulating the decision context in which the ‘life-death’ problem was described. The study revealed that subjects risk preferences varied as a function of the experimental manipulations. Previously observed reversals in preferences (framing effects) appeared in large-group contexts and disappeared in small-group and family contexts. When considering the fate of small groups, subjects unambiguously favored the probabilistic outcome, no matter how the ‘life-death’ decision problem was framed. The empirical data obtained from the present study suggest that human choice patterns are behaviorally distinguishable across large-group, small-group, and family social contexts.     

Patient preferences for psychological counsellors: Evidence of a similarity effect

This study sought to examine the individual difference variables that affect potential patient preferences for hypothetical psychological counsellors. A representative British sample of 257 adults indicated their preferences for eight psychological counsellors differentiated by sex, age, and training location. A five-way mixed analysis of variance (participant sex and age as within variables, and counsellor sex, age, ethnicity as between variables) indicated a significant main effect for only counsellors’ ethnicity. There were also sex and age interactions showing evidence of a matching hypothesis: participants preferred counsellors of their own sex and age. The implications of these findings are considered.     

Response-restriction analysis: I. Assessment of activity preferences

We used procedures based on response-restriction (RR) analysis to assess vocational and leisure activity preferences for 3 adults with developmental disabilities. To increase the efficiency of the analysis relative to that reported in previous research, we used criteria that allowed activities to be restricted at the earliest point at which a preference could be determined. Results obtained across two consecutive RR assessments showed some variability in overall preference rankings but a high degree of consistency for highly ranked items. Finally, we compared results of the RR assessment with those of an extended free-operant assessment and found that the RR assessment yielded (a) more differentiated patterns of preference and (b) more complete information about engagement with all of the target activities.     

The role of causal models in multiple judgments under uncertainty

Two studies examined a novel prediction of the causal Bayes net approach to judgments under uncertainty, namely that causal knowledge affects the interpretation of statistical evidence obtained over multiple observations. Participants estimated the conditional probability of an uncertain event (breast cancer) given information about the base rate, hit rate (probability of a positive mammogram given cancer) and false positive rate (probability of a positive mammogram in the absence of cancer). Conditional probability estimates were made after observing one or two positive mammograms. Participants exhibited a causal stability effect: there was a smaller increase in estimates of the probability of cancer over multiple positive mammograms when a causal explanation of false positives was provided. This was the case when the judgments were made by different participants (Experiment 1) or by the same participants (Experiment 2). These results show that identical patterns of observed events can lead to different estimates of event probability depending on beliefs about the generative causes of the observations.