The Effect of Expected Value on Attraction Effect Preference Reversals

The attraction effect shows that adding a third alternative to a choice set can alter preference between the original two options. For over 30 years, this simple demonstration of context dependence has been taken as strong evidence against a class of parsimonious value‐maximising models that evaluate alternatives independently from one another. Significantly, however, in previous demonstrations of the attraction effect alternatives are approximately equally valuable, so there was little consequence to the decision maker irrespective of which alternative was selected. Here we vary the difference in expected value between alternatives and provide the first demonstration that, although extinguished with large differences, this theoretically important effect persists when choice between alternatives has a consequence. We use this result to clarify the implications of the attraction effect, arguing that although it robustly violates the assumptions of value‐maximising models, it does not eliminate the possibility that human decision making is optimal. © 2016 The Authors Journal of Behavioral Decision Making Published by John Wiley & Sons Ltd.     

The Evaluability Hypothesis Revisited: Joint and Separate Evaluation Preference Reversal as a Function of Attribute Importance

Preference reversals between joint and separate evaluation procedures (JE and SE) were studied as a function of attribute evaluability (Hsee, 1996) and attribute importance. First, the present research replicated Hsee's (1996) JE-SE preference reversal findings with willingness-to-pay judgments. In addition, choices showed a preference pattern similar to that of willingness-to-pay judgments. Second, consistent with Hsee's (2000) speculation, the study showed that attribute importance is a key determinant of JE-SE reversal.     

Preference for news as a function of familiarity

The study was designed to test the hypothesis that interest in information reaches a maximum when something novel is predicted about a well-known subject. The hypothesis predicts that news will be considered more attractive the more familiar its source or theme. This was confirmed in two experiments, where Norwegian and British students were asked to state their interest in reading news from thirty countries of varying familiarity (Experiment 1) or from correspondents in twenty-six capital cities (Experiment 2). Subjects also stated their preferences for reading general information about the same countries or cities, and indicated from which of these they would prefer to receive postcard greetings. The results show preference for news to be closely related to familiarity of country or city ( r =0.93 and r =0.91). General information and postcard preferences were as predicted, less directly related to familiarity.     

Preference as a function of absolute response durations

The durations of 2 responses, 2 categories of reinforced nondiscriminated interresponse times, were varied while their relative durations were held approximately constant, with the longer about 2 1/2 times longer than the shorter. Three pigeons pecked for food. Reinforcers for the shorter and longer responses were arranged by a concurrent variable-interval, variable-interval schedule. Preference for the shorter response increased when both were lengthened. These results, taken together with previous results for discriminated interresponse times, show that preference for the shorter of 2 responses depends on their absolute durations, whether they are discriminated or not and regardless of autoshaped key pecks that may occur in the discriminated case. Time-allocation-matching was not generally obtained. The results qualitatively agree with an associative learner, a computational processing model derived from a molecular analysis of behavior.     

Declines in Major League Batting Performance as a Function of Game Pressure: A Drive Theory Analysis1

Zajonc's (1965) drive theory explanation argues that greater arousal tends to impair performance on difficult tasks. The hypothesis that arousal generated by “pressure situations” during major league baseball games would hinder batting performance—a difficult task—was tested by examining such performance during the 1989 season. Six “pressure situations” were identified, some occurring during the late innings of close games and others occurring throughout the game when there were two outs. Two measures of batting performance (batting average and slugging average) were employed. Results indicated broad support for the hypothesis. Reasons for this pattern are discussed, as are possible alternative explanations for these findings.     

Cerebral Organization of Motor Programming and Verbal Processing as a Function of Degree of Hand Preference and Familial Sinistrality

Seventy-six right- and left-handed subjects responded to monaurally presented verbal stimuli (CVs) using their right and left hands on separate occasions. Both degree of hand preference and familial sinistrality (FS) were taken into account. It was found that, contrary to expectation, the manual response interfered with the verbal perception task, but only in the consistent strong handers. The pattern of interference suggests that those with a consistent hand preference (right or left) have general motor programming in the left hemisphere. Those with an inconsistent strong hand preference probably have some degree of general motor programming in both hemispheres. No effect for FS was found for the lateralization of verbal processing or general motor programming.     

Preferences for Dispute Resolution Procedures as a Function of Intentionality,Consequences, Expected Future Interaction,and Power1

Two studies investigated preferences for dispute resolution procedures as a function of several situational factors. Study 1 varied intentionality of the conflict, consequences, and expected future interaction between the disputants. The data indicated that 3rd-party procedures were most preferred when the wrongdoing was intentional and when there were high consequences. Study 2 varied intentionality, consequences and the power relationship between the 2 disputants. The relevant effects of Study 1 were replicated, and it was found that arbitration and advisory arbitration were most preferred when the conflict involved parties of equal power. The study supports the general view that research in several domains can be integrated into a coherent pattern of effects relevant for dispute resolution.     

The Probability of Small Schedule Values and Preference for Random-Interval Schedules

Preference for working on variable schedules and temporal discrimination were simultaneously examined in two experiments using a discrete-trial, concurrent-chains arrangement with fixed interval (FI) and random interval (RI) terminal links. The random schedule was generated by first sampling a probability distribution after the programmed delay to reinforcement on the FI schedule had elapsed, and thus the RI never produced a component schedule value shorter than the FI and maintained a rate of reinforcement half that of the FI. Despite these features, the FI was not strongly preferred. The probability of obtaining the smallest programmed delay to reinforcement on the RI schedule was manipulated in Experiment 1, and the interaction of this probability and initial link length was examined in Experiment 2. As the probability of obtaining small values in the RI increased, preference for the schedule increased while the discriminated time of reinforcer availability in the terminal link decreased. Both of these effects were attenuated by lengthening the initial links. The results support the view that in addition to the delay to reinforcement, the probability of obtaining a short delay is an important choice-affecting variable that likely contributes to the robust preferences for variable, as opposed to fixed, schedules of reinforcement.     

Preference as fulfilment of desires

We consider preferences as fulfillment of conditional desires, which can be either positive or negative, or both. We go beyond the standard multi-attributive additive utility theory in the sense that we separate the data given by the preference relation over an unstructured space from the property structure representing (conditional) attributes or desires. The model accounts for the psychologically motivated and empirically confirmed asymmetry between desire fulfillment and disappointment (loss aversion). The only restriction on the set of desires is, loosely speaking, a kind of mutual logical independence. We formulate a representation theorem characterising when a weak order (i.e. complete and transitive) preference is compatible with the logical structure of desires and has an additive representation over it. It is unique in the sense that each utility function representing the preferences has at most one such additive decomposition.     

Distinguishing between Personal Preference and Conception of the Preferable in the Measurement of Values

Parallel sets of value scales were constructed: one with items expressing like and want; the other expressing ought and should. No empirical distinction was found between preferences and conception of the preferable.     

Preference stability belief as a determinant of response to personalized recommendations

Preference stability refers to the objectively measured choice consistency among options with different attribute values in the same product category. We suggest that a consumer's subjectively held belief of preference stability may be an important determinant of response to personalized recommendations. Experimental results confirm that preference stability belief moderates the effect of customization on the evaluation of recommendation accuracy and receptiveness to the learning relationship. Customization will produce stronger effects on accuracy evaluation and receptiveness for subjects with high preference stability belief than for subjects with low preference stability belief. Customers who believe their preferences are stable appreciate customized recommendations more, notice more acutely whether recommendations are customized or not, and are more receptive to the learning relationship when recommendations are customized than when not. Customers who believe their own preferences are less stable do not appreciate customized recommendations as much, are less sensitive to whether recommendations are customized or not, and are not more receptive to the learning relationship even when recommendations are customized. Theoretical and managerial implications of our findings are discussed. Copyright © 2011 John Wiley & Sons, Ltd.     

Preference as a function of the correlation between stimuli and reinforcement outcomes

Pigeons' preferences for stimuli that were to varying degrees correlated with outcomes were studied in two experiments using a concurrent-chain procedure. The pigeons chose between two terminal links, each ending with food reinforcement and with blackout on half of the trials. In the first experiment, one terminal link (nonpredictive or unreliable link) provided stimuli completely uncorrelated with the outcomes while the other terminal link (predictive or reliable link) provided stimuli that were, to varying degrees, correlated with these outcomes. All pigeons showed increasing preferences for the predictive link as the reliability of the stimuli in that link increased. In the second experiment, stimuli in both terminal links were differentially correlated with the outcomes. The pigeons again preferred the more reliably correlated terminal link. The relation between these results and the delay-reduction hypothesis and conditioned reinforcement account is noted. The behavioral value of predictive stimuli may lie in their permitting the organism to more effectively apportion its time between interim activities and terminal responses.     

Student Preference for Explicit Timing and Interspersal Procedures as a Function of Math Problem Completion Rates: Testing the Discrete Task Completion Hypothesis

A within-subjects design was used to compare explicit timing and interspersal with college students. Students were given 3 minutes to complete problems on the explicit timing assignment (25 problems, 3 digits –3 digits) and the interspersal assignment (25 similar problems and 10 problems, 1 digit –1 digit). Results indicated that: (a) students completed more total problems during interspersal for both trials, (b) students completed more target problems during explicit timing for the second trial, and (c) students only preferred interspersal for the first trial. The data from trial one fit the discrete task completion hypothesis and matching law, yet the data from trial two do not match as closely (Skinner, 2002). Discussion focuses on continued need for more research on academic interventions, comparing academic interventions, the discrete task completion hypothesis, and the matching law.