Stimulus preference assessments and the utility of a moderate category

Recent studies have shown that moderate (Piazza, Fisher, Hagopian, Bowman, & Toole, 1996 ) and low (Taravella, Lerman, Contrucci, & Roane, 2000 ) ranked items on stimulus preference assessments may function as reinforcers. Following an initial preference assessment the current study analyzed whether moderate or low preference items were more likely to be ranked as high preference on subsequent preference assessments. Results show that for five of the seven participants additional high preference items were identified from the moderate preference set, while additional high preference items were identified from the low preference set for only one participant. Results are discussed in terms of the need to identify multiple reinforcers and the composition of the stimulus array during preference assessment. Copyright © 2006 John Wiley & Sons, Ltd.     

Evolutionary preference/utility functions: A dynamic perspective

The collection of repeated measures in psychological research is one of the most common data collection formats employed in survey and experimental research. The behavioral decision theory literature documents the existence of the dynamic evolution of preferences that occur over time and experience due to learning, exposure to additional information, fatigue, cognitive storage limitations, etc. We introduce a Bayesian dynamic linear methodology employing an empirical Bayes estimation framework that permits the detection and modeling of such potential changes to the underlying preference utility structure of the respondent. An illustration of revealed stated preference analysis (i.e., conjoint analysis) is given involving students’ preferences for apartments and their underlying attributes and features. We also present the results of several simulations demonstrating the ability of the proposed procedure to recover a variety of different sources of dynamics that may surface with preference elicitation over repeated sequential measurement. Finally, directions for future research are discussed.The authors wish to acknowledge and thank the Editor, the Associate Editor, and two anonymous reviewers for their constructive and insightful comments. Duncan K.H. Fong’s work was sponsored in part by a research grant from the Smeal College.This revised article was published online in August 2005 with the PDF paginated correctly.     

The preference for experiences over possessions: Measurement and construct validation of the Experiential Buying Tendency Scale

There is growing support that money spent on experiential items increases an individual's happiness. However, there is minimal research on the causes and long-term consequences of the tendency to make experiential purchases. Given the importance of experiential buying for improving well-being, an understanding of the preference for experiential purchasing is imperative. Thus, we developed the Experiential Buying Tendency Scale (EBTS) to measure habitual experiential purchasing. Across eight samples (n?=?9634), the EBTS was developed, and shown to be reliable, valid, and predictive of consumer behavior and psychological well-being. An experiential purchasing tendency was related to higher extraversion, openness, empathic concern, and reward seeking. Further, non-materialistic values predicted a preference for experiential purchasing, which led to increased psychological need satisfaction, and, ultimately, increased subjective well-being. The discussion proposes that experiential purchasing may be a function of one's sensitivity to rewards, emotional responsiveness to events, and appreciation of the world's beauty.     

Fairness and preference

Two equity models were evaluated by fitting them to subjects' judgments of the fairness of payment distributions to “self” and “other” under hypothetical work situations. Neither the E. Walster, G. W. Walster, and E. Berscheid (Equity: Theory and Research, Boston: Allyn and Bacon, 1978) equity formulation nor Harris' (Journal of Experimental Social Psychology, 1976, 12, 194–209) linear model adequately accounted for the fairness judgments regardless of whether self worked more or less than other. Subjects also were asked to indicate their most preferred payment distributions and these preferences were significantly different from the fairness judgments. Results suggested that fairness judgments were influenced by a bias in the direction of overpayment to self.     

Subjective utility,anticipated utility,and the Allais paradox

One of the most notable counterexamples to expected utility theory is the “Allais paradox” (M. Allais, 1953, Econometrica, 31, 503–546). A number of alternative theories have been proposed in an attempt to resolve this paradox, notably including Karmarkar, 1978, Karmarkar, 1979, 24, 67–72). It is shown that SWU theory necessarily involves violations of dominance, but that the theory can be modified to avoid these violations. The result is a special case of J. Quiggin's anticipated utility theory (1982, Journal of Economic Behaviour and Organisation, 3, 323–343).     

Authoritarianism and job preference

The hypothesis tested was that authoritarian personalities prefer the natural sciences (specifically biology and chemistry) and nonauthoritarian personalities choose the social sciences and humanities (specifically, psychology and philosophy). The results strongly supported the hypothesis. Since the study was conducted on freshmen students in Israel who select their department at the time they apply for admission to the university, the results were interpreted as indicating that authoritarians choose professions different from nonauthoritarians.     

Time-based and count-based measurement of preference

Rats' pressing on two levers was reinforced according to two independent variable-interval schedules that were varied during the experiment. Since the levers were connected directly to the programming equipment, bypassing the standard pulseformers, reinforcement could occur while a lever was held down. Although the time a lever was pressed might, therefore, have varied independently of number of presses, these two measures covaried substantially, because the average duration of the presses remained roughly constant. This rough invariance may have resulted from the rats' tendency to make bursts of brief presses (i.e., to jiggle the levers), even though the contingencies encouraged holding. When duration did vary, presses on the two levers tended to vary together. As a result, relative time spent pressing corresponded closely to relative number of presses. Both of these measures conformed well to the matching law. Absolute behavioral frequency at a lever, measured either way, varied directly with proportion of reinforcement for that lever, in accordance with the generalized version of the matching law. Number of presses seemed, on balance, to be a slightly more reliable measure than pressing time. The substantial interchangeability may prove more significant than the slight disparity, however, because it supports the notion that all behavior can be measured on a common scale of time.     

Aesthetic preference and lateral dominance

Aesthetic preferences for photographs with the main focal content either to the left or right of the photograph's center were examined in right- and left-handed subjects. Verbal responses or manual responses were required. In one experiment with 261 introductory psychology student-subjects, left-handers more often preferred photographs with the more important part on the left ("left-geared") than did right-handers. Exp. 2, involving 84 right-handed student subjects, showed that left-geared photographs presented on the left side were preferred more often than left-geared photographs presented on the right side, and left-geared photographs presented on the left side were more often chosen when a left-handed manual response was required. Interactions between handedness, position of the stimulus, language hemisphere, and response mode make it extremely difficult to ascertain whether the right hemisphere is really more involved in aesthetic decisions.     

Information displays and preference reversals

Preference reversals occur when a decision maker prefers one option to another in one response mode but reverses that ordering when preferences are elicited in another response mode. We report the results of two experiments which significantly impact the frequency of preference reversals. Specifically, when the probabilities are displayed in a format which appears harder to process, the frequency of reversals is increased. Process-tracing evidence suggests that decision-makers also shifted information processing strategies as a function of information format. We discuss the implications for theories of preference reversals and strategy selection, and for the design of information displays.