The judgment-choice discrepancy: Noncompatibility or restructuring?

The study examines the relative merits of a noncompatibility and a restructuring explanation of the recurrent empirical finding that a prominent attribute looms larger in choices than in judgments. Pairs of equally attractive options were presented to 72 undergraduates who were assigned to six conditions in which they performed (1) only preference judgments or choices, (2) preference judgments or choices preceded by judgments of attractiveness of attribute levels, or (3) preference judgments or choices accompanied by think-aloud reports. The results replicated the prominence effect for choices, but a prominence effect was also found for preference judgments. In accordance with the restructuring explanation, the think-aloud protocols indicated that options were more often restructured in choices than in preference judgments. However, restructuring could not explain the prominence effect observed for preference judgments. A modified compatibility hypothesis is offered as an alternative explanation.     

Information Processing Strategies in Riskless Preference Reversals: The Prominence Effect

A preference reversal occurs whenever an individual prefers one alternative to another in one response mode (e.g., choice) but shows the opposite preference order in another response mode (e.g., attractiveness ratings, matching). In previous studies of riskless multiattribute preferences the most common reversal pattern involves a prominence effect: The more important attribute has a greater influence in choices than in matching judgments. Previous research has suggested that the prominence effect can be accounted for by the strategy compatibility principle, which states that response tasks can evoke different decision strategies and these strategies determine the relative impact of the various attributes. This article attempts to establish the mediating role of decision processes in determining the occurrence and pattern of riskless preference reversals. In a process tracing experiment we replicate previous findings of a prominence effect in riskless two-attribute preferences. In addition, there are clear differences in process between response modes, and these differences are consistent with previous explanations of riskless preference reversals. Finally, we are able to predict subject level differences in choice preferences and choice versus matching reversals using measures of information search.     

认知闭合需要、框架效应与决策偏好

在带有模糊性的决策情境中,决策者个人的认知特征会对其判断决策产生重要影响。通过实验的方法,考察了认知闭合需要和特征框架效应对个体决策偏好的影响。93名工商管理硕士（MBA）参与了实验,研究的结果支持了本研究的3个假设,即认知闭合需要与特征框架效应不仅对被试的决策偏好存在显著的影响,而且二者还存在显著的交互作用。具体来说,研究发现,在模糊情境中：高认知闭合需要的被试偏好于立刻做出决策,而低认知闭合需要的被试偏好于暂缓做出决策;接收到正向框架信息的被试偏好于立刻做出决策,而接收到负向框架信息的被试偏好于暂缓做出决策;认知闭合需要与特征框架对被试的决策偏好还存在显著的交互作用。研究结论为根据个体认知闭合需要的水平来选拔决策者、利用框架效应来影响个体的信息加工方式进而提高决策质量提供了理论依据     

A dual-process account of female facial attractiveness preferences: Sexual and nonsexual routes

The current study conceptualizes facial attractiveness as a dual-process judgment, combining sexual and aesthetic value. We hypothesized that holistic face processing is more integral to perceiving aesthetic preference and feature-based processing is more integral to sexual preference. In order to manipulate holistic versus feature-based processing, we used a variation of the composite face paradigm. Previous work indicates that slightly shifting the top from the bottom half of a face disrupts holistic processing and enhances feature-based processing. In the present study, while nonsexual judgments best explained facial attraction in whole-face images, a reversal occurred for split-face images such that sexual judgments best explained facial attraction, but only for mate-relevant faces (i.e., other-sex). These findings indicate that disrupting holistic processing can decouple sexual from nonsexual judgments of facial attraction, thereby establishing the presence of a dual-process.     

Comparing two tiny giants or two huge dwarfs? Preference reversals owing to number size framing

Previous research has found that changes in irrelevant information, evaluation scales, or evaluation modes can lead to preference reversals. Drawing upon prospect theory, we introduced number size preference reversals, which occur under two conditions sharing identical information, evaluation mode, and evaluation scale. That is, for multiple options that have tradeoffs between attributes, an option is favored more when its superior attribute is framed with small numbers than when it is framed with large numbers. We tested the number size preference reversal in six experiments, demonstrating that it occurred in different background settings, remained stable when different evaluation scales were used, and was not contingent upon positive–negative attribute frames.     

The effect of attribute order on judgment in Chinese and English

The authors found that the order of attribute presentation had a stronger effect on judgment in English than in Chinese. In Experiment 1, with a sample of 102 female and 63 male bilingual Singaporeans, the authors found that participants' memory-based judgments showed a stronger primacy effect in English than in Chinese that was mediated by recall from long-term memory. In contrast, participants' online (immediate) judgments showed a primacy effect in both languages that was unmediated by recall from short-term memory. In Experiment 2, with a sample of 67 female and 53 male bilingual Singaporeans, the authors found that participants' online judgments were more influenced by the attribute order of a previously seen competitive advertisement in English than in Chinese. A cross-cultural field study in Mainland China and the United Kingdom provided external validity for the experimental results.     

Intertemporal Similarity: Discounting as a Last Resort

Standard models of intertemporal choice assume that individuals discount future payoffs by integrating reward amounts and time delays to generate a discounted value. Alternative models propose that, rather than integrate across them, individuals compare within attributes (amounts and delays) to determine if differences in one attribute outweigh differences in another attribute. For instance, the similarity model 1) compares the two reward amounts to determine whether they are similar, 2) compares the similarity of the two time delays, and then 3) makes a decision based on these similarity judgments. Here, I tested discounting models against attribute‐based models that use similarity judgments to make choices. I collected intertemporal choices and similarity judgments for the reward amounts and time delays from participants in three experiments. All experiments tested the ability of discounting and similarity models to predict intertemporal choices. Model generalization analyses showed that the best predicting models started with similarity judgments and then, if similarity failed to make a prediction, resorted to discounting models. Similarity judgments also matched intertemporal choice data demonstrating both the magnitude and sign effects, thereby accounting for behavioral data that contradict many discounting models. These results highlight the possibility that attribute‐based models such as the similarity models provide alternatives to discounting that may offer insights into the process of making intertemporal choices. Copyright © 2015 John Wiley & Sons, Ltd.     

"Moralism" and the Gender Gap: Judgments of Political Ethics in Japan

This article investigates whether women are, as many claim, "moralists"—that is, moral and ethical standard-setters who seek clean politics and have strict standards for public officials. An analysis of data from the 1996 Japanese Elections and Democracy Study survey and from 18 focus groups conducted in 1996 indicates that women in Japan are not moralists. As elsewhere, there is a gender gap in Japan on "issue preference sets," with women favoring a "care" agenda, but women assign political ethics less importance than do men, even though women are more likely to see adverse effects from political corruption. Studying people's judgments of four ethics scenarios reveals minimal gender gaps; controlling for education and age, women's judgments overall are less, not more, strict than men's. Among women, age is a better predictor of moralism than education; older women are stricter than younger women on political ethics. This is attributed to gender-based differences in moral reasoning: Japanese women and men both rely heavily on a "relation-based" frame (which is situation-specific and requires extensive social information), but gender stratification patterns create information inequalities. Younger women lack social information necessary for judging political misconduct, whereas older women overcome the information deficit through life experience.     

Downsizing and Supersizing: How Changes in Product Attributes Influence Consumer Preferences

This paper investigates how changing the value of one attribute while keeping other attributes constant influences consumers' judgments and behaviors. We find that in two options, a proportionally equal change in one attribute tilts people's preference toward the option with higher (or lower) absolute magnitude of change when the change is desirable (or undesirable). We propose that when individuals face an attribute change, they use a deliberative and effortful response, known as System 2, to detect the change. However, they rely less on this system to evaluate the changed options. Instead, a more automatic System 1 processing influences their decision by making them apply the bigger‐is‐better heuristic (bigger‐is‐worse for an undesirable change) to prefer the option with the highest (lowest) absolute magnitude of change. Six studies demonstrate this phenomenon in both lab and real settings and support our hypothesis. Copyright © 2013 John Wiley & Sons, Ltd.     

The impact of positive mood and category importance on crossed categorization effects

Four studies examined the effect of positive versus neutral affect on preference among potential discussion partners who were members of two in-groups, two out-groups, or both an in-group and an out-group (crossed targets). The importance of targets' category memberships was manipulated by idiographically based selection. Positive affect elevated evaluation of crossed targets with a dominant (differentially important) in-group (Study 1). When categories were made equally important, positive affect had no impact (Studies 2 and 3). Study 4 presented crossed targets with both equally and differentially important group memberships and showed that differential category importance (dominance) is necessary for positive affect to influence judgments about them. These results are explained by the broadened categorization induced by positive affect.     

Judging risk behaviour and risk preference: The role of the evaluative connotation of risk terms

Two experiments investigate the impact of the evaluative connotation of risk terms on the judgment of risk behaviour and on risk preference. In the first experiment we focus on (1) the evaluation congruence of the risk terms with a general risk norm and (2) with subjects' individual risk preference, and its effects on the extremity of judgments of risk behaviour. In the second experiment we address (3) the effects of evaluative connotation of risk terms on risk preference. In the first experiment subjects were presented with four decision problems, each with a risky and a cautious decision option, and were required to judge options. Results showed that the judged discrepancy between the risky and cautious option was larger on scales which were evaluatively congruent with the general risk norm for that specific decision problem or with subjects' individual preference. More specificly, in decision problems for which there was considerable consensus about the risk-norm judgments were more extreme on scales which were congruent with the risk norm, in those problems lacking a clear-cut risk-norm judgments were more extreme on scales congruent with subjects' individual risk preference. In the second experiment we studied the reverse relation between the evaluative connotation of risk terms and risk preference. This experiment demonstrates that using evaluatively biased risk terms can affect risk preference. Using terms which imply a positive evaluation of risk-taking and a negative evaluation of risk avoidance led to increased risk preference, and vice versa. Results are discussed in the context of accentuation theory.     

Large,colorful, or noisy? Attribute- and modality-specific activations during retrieval of perceptual attribute knowledge

Position emission tomography was used to investigate whether retrieval of perceptual knowledge from long-term memory activates unique cortical regions associated with the modality and/or attribute type retrieved. Knowledge about the typical color, size, and sound of common objects and animals was probed, in response to written words naming the objects. Relative to a nonsemantic control task, all the attribute judgments activated similar left temporal and frontal regions. Visual (color, size) knowledge selectively activated the right posterior inferior temporal (PIT) cortex, whereas sound judgments elicited selective activation in the left posterior superior temporal gyrus and the adjacent parietal cortex. All of the attribute judgments activated a left PIT region, but color retrieval generated more activation in this area. Size judgments activated the right medial parietal cortex. These results indicate that the retrieval of perceptual semantic information activates not only a general semantic network, but also cortical areas specialized for the modality and attribute type of the knowledge retrieved.     

Cognitively and perceptually based judgments in children's brand discriminations and preferences

This paper reports on a study in which 52 children age four to five (mostly pre-operational) and 52 children age eight to nine (mostly concrete operational) made discrimination and preference judgments among 14 brands of cereals and beverages using a multidimensional scaling procedure. It was hypothesized that concrete-operational children are more likely to use cognitive attributes while pre-operational children are more likely to use perceptual/affective attributes in discriminating among brands and in making preference judgments. The results were consistent with respect to preference judgments but not with respect to discrimination judgments. Managerial and public policy implications were discussed.     

Ambiguous comparative judgment: Fuzzy set model and data analysis

Abstract:  This paper proposed two types of fuzzy set models for ambiguous comparative judgments, which did not always hold transitivity and comparability properties. The first type of model was a fuzzy theoretical extension of the additive difference model for preference that was used to explain ambiguous preference strength. The second was a fuzzy logic model for explaining ambiguous preference in which preference strength was bounded, such as a probability measure. In both models, multi-attribute weighting parameters and all attribute values were assumed to be asymmetric fuzzy L-R numbers. For each model, a method of parameter estimation using fuzzy regression analysis was proposed. Numerical examples were also provided for comparison. Finally, the theoretical and practical implications of the proposed models were discussed.     

Response Mode Effects and Moral Values

In five studies, we measured the extent to which subjects weight moral product attributes in different response modes. We found that nonprice judgments such as likelihood of purchase ratings were more reflective of expressed moral attitudes than were pricing responses, and that holistic price evaluations were especially unlikely to reflect moral considerations. Post-task ratings confirmed the preference results, as did an experiment controlling for the influence of task goals. Our results have implications for compatibility theories of preference elicitation, the predictability of respondent ratings of attribute unacceptability, and the measurement of utilities for morally charged attributes.     

决策任务反应模式对偏好反转的影响

在经典彩票问题研究的基础上,探讨了匹配和选择两种反应模式及其先后顺序对被试偏好反转的影响,以及被试性别与其偏好反转的关系。研究结果发现:(1)反应模式的变化导致偏好反转的发生;(2)偏好反转存在反应顺序效应,先匹配后选择条件下的偏好反转率显著大于先选择后匹配条件下的偏好反转率;研究结果不支持后悔理论;(3)不同性别被试在选择和匹配任务中的偏好及其反转率没有显著性差异。     

Both perceptual and conceptual factors influence taste-odor and taste-taste interactions

Observers are often asked to make intensity judgments for a sensory attribute of a stimulus that is embedded in a background of “irrelevant” stimulusdimensions. Under some circumstances, these background dimensions of the stimulus can influence intensity judgments for the target attribute. For example, judgments of sweetness can be influenced by the other taste or-odor qualities of a solution (Frank & Byram, 1988; Kamen et al., 1961). Experiments 1 and 2 assessed the influence of stimulus context, instructional set, and reference stimuli on cross-quality interactions in mixtures of chemosensory stimuli. Experiment 1 demonstrated that odor-induced changes in sweetness judgments were dramatically influenced when subjects rated multiple attributes of the stimulus as compared with when they judged sweetness alone. Several odorants enhanced sweetness when sweetness alone was judged, while sweetness was suppressed for these same stimuli when total-intensity ratings were broken down into ratings for the sweetness, saltiness, sourness, bitterness, and fruitiness of each solution. Experiment 2 demonstrated a similar pattern of results when bitterness was the target taste. In addition, Experiment 2 showed that the instructional effects applied to both taste-odorand taste-taste mixtures. It was concluded that the taste enhancement and suppression observed for taste-odor and taste-taste mixtures are influenced by (1) instructional sets which influence subjects’ concepts of attribute categories, and (2) the perceptual similarities among the quality dimensions of the stimulus.     

“I Knew It All Along” Under All Conditions? or Possibly “I Could Not Have Expected It to Happen” Under Some Conditions?: Comments on Mark and Mellor (1994)

Research conducted by Mazursky and Ofir (1990) suggests that the reaction to a surprising event may take the form of ‘I could not have expected it to happen’ rather than ‘I knew it all along,’ as implied by the hindsight bias. Mazursky and Ofir (1990) postulated that people may acknowledge their surprise at highly unexpected outcomes. When asked to provide retrospective judgments, they would tend to provide judgments that are not in accordance with the hindsight bias. Instead, their judgments represent either the elimination of the bias or even its reversal. The present paper responds to Mark and Mellor's (1994) comments and also addresses general questions regarding the hindsight bias and its reversal. The alternative hypotheses and interpretations offered by them are discussed in detail, shown to be invalid, and ruled out. The robustness of hindsight bias is affirmed but it is strongly recommended that the reversal hypothesis offered by Mazursky and Ofir (1990) be accommodated.     

Similarity in Context: Cognitive Representation and Violation of Preference and Perceptual Invariance in Consumer Choice

A recent stream of research has demonstrated that the relative preference ordering among any two alternatives is influenced by the context or the set of alternatives under consideration. A parallel stream of research has suggested that judgments of similarity or perceived distance also vary with the composition of the stimulus set. In this paper, we suggest that context-induced violations of invariance in preference and in similarity judgments are based on changes in the underlying cognitive representation. Using the case of attraction effect as our example, we demonstrate experimentally that (i) similarity or the distance between two brands changes as a function of new brand introduction and (ii) rather precise predictions can be made as to the pattern of changes in the distance between brands and changes in preference ordering. Furthermore, the effect of context on similarity judgment patterns allows us to identify new effects on preference for previously untested location of new brands, providing additional support for the claim that preference and similarity judgments involve common processes.     

Framing of comparisons in research and practice

We discuss important ways in which the framing of a question or a decision can have significant effects on responses. Several areas of research and theory that indicate the scope and importance of these effects are presented. The major discussion, however, is limited to how respnses to comparative judgments and constrained by the other or sequence in which the direction of comparison occurs. Direction of comparison is first discussed with respect to similarity judgments, in which a model taking direction of comparison into account is used to explain both degrees of perceived similarity and asymmetries in judgment. A feature-matching model of comparison is then developed and is used to analyze preference judgments, judgments of change, and self-relevant judgments involving comparisons of the self with other people, with counterfactual alternatives to reality, and with the self at a different point in time. This model is employed to account for predecisional conflict and difficulty, the preference that one makes, and the degree of satisfaction or regret that one feels subsequent to making a comparison. Finally, the potential for applying this framework to areas of consumer behavior, political decision making, and psychotherapy is explored. Techniques for taking advantage of direction of comparison effects as well as methods for eliminating the biases associated with these effects are discussed.