Processing Product Unique Features: Alignability and Involvement in Preference Construction

Consumers often form preferences based on the presented attributes of choice options. Previous research has suggested that consumers tend to form their preferences using the attributes that are related to common aspects between the options (i.e., alignable differences) and ignore attributes that are unique to individual options (i.e., nonalignable differences). We combine cognitive psychology and motivation research from social psychology and propose that consumers’ preference formation can be systematically affected by whether they focus more on alignable differences or more on nonalignable differences of the options as a function of consumers’ involvement with the task. The results of 3 experiments show that preference judgment favors alignable differences over nonalignable differences in a low‐motivation condition. In contrast, high motivation to process information enables consumers to increase their use of nonalignable differences in preference formation, which can result in a preference reversal relative to the low‐motivation condition. The results suggest that a preference reversal occurs when the nonalignable differences of the target option are superior to both the nonalignable differences and the alignable differences of the reference option. However, the reversal does not occur when the nonalignable differences of the target option are superior only to the nonalignable differences of the reference option. Theoretical and managerial implications relating to differentiation, positioning, and communication strategies for innovative brands are discussed.     

THE EFFECTS OF ALIGNABILITY ON MEMORY

Abstract— According to structure-mapping theory, the process of comparison in one of alignment and mapping between representational structures. This process induces a focus on commonalities and alignable differences (i.e., those related to the commonalities). Non-alignable differences (i.e., those not related to the commonalities) are held to be neglected. The theory thus predicts increased focus on the corresponding information, Whether these are commonalities or differences. In this article, we explore the implications of this claim for memory: Specifically, we test the prediction that alignable differences are more likely to be processed and stored than nonalignable differences.
We present a study in which people made similarity comparisons between pairs of pictures and then were probed for recall. The recall probes were figures taken from the pictures and were either alignable or nonalignable differences between the pairs. The alignable differences were better memory probes than the nonalignable differences, suggesting that people were more likely to encode and store the corresponding information than the noncorresponding information.     

Alignable and nonalignable differences in causal explanations

Prior research indicates that people may base their causal explanations on distinctive features between an event and a contrasting background instance in which the event did not occur. Research on similarity judgments suggests that there are two types of distinctive features: alignable differences, which are corresponding characteristics of a pair, and nonalignable differences, which are characteristics of one item for which there are no corresponding characteristics in the other. In three experiments, the hypothesis that people's evaluations of causal explanations vary as a function of feature alignment was examined. The results suggest that people will rate explanations differently on the basis of alignable or nonalignable differences, depending on the type of the event, and that alignability depends on the relational structure among the features of the event.     

质量还是价格?折衷产品缺货情境下的消费者选择

基于情境效应和决策冲突理论, 通过三个实验探讨折衷产品选项的不可得如何影响消费者对余下可得产品的偏好。研究结果表明, 折衷商品不可得对余下商品的吸引力呈现非对称性的影响。以质量和价格产品属性的购买情境为例, 中等价格中等质量商品的不可得将显著提升低价格商品的吸引力(实验1), 其原因在于折衷方案不可得显著提高了消费者的决策冲突, 高水平的决策冲突导致决策者偏好具有确定性优势的选项, 规避优势存在模糊性的选项。随着质量属性模糊性的降低(提供专家评价, 实验2; 消费者专业知识较强, 实验3)或提高(质量存在波动范围, 实验2), 折衷商品不可得效应相应减弱或加强。     

Commonalities and differences in similarity comparisons

Similarity is a central component of many cognitive processes. Current research suggests that similarity is well characterized as a comparison of structured representations. This process yields commonalities, differences related to the commonalities (alignable differences), and differences not related to the commonalities (nonalignable differences). In the first study, further evidence for this tripartite distinction is provided in a commonality and difference listing study involving pairs of pictures. This study indicates that alignable differences rather than nonalignable differences are central to the comparison process by virtue of their connection to the commonalities. The second study further demonstrates that alignable differences count more against the similarity of a pair than do nonalignable differences. We end by discussing implications of the distinction between alignable and nonalignable differences for other cognitive processes involving comparisons.     

The importance of being nonalignable: a critical test of the structural alignment theory of similarity

The structural alignment theory of similarity distinguishes 2 types of difference that may occur between stimuli: Alignable differences are those related to a commonality, whereas nonalignable differences are not related to a commonality. Alignment theory predicts that alignable differences should be more heavily weighted than nonalignable differences in similarity judgment. Experiments 1 and 2 demonstrate that, contrary to this prediction, nonalignable differences exerted a greater impact than alignable differences in similarity and difference judgments of geometric stimuli. Experiment 3 revealed that the relative weight accorded a given difference was also affected by contextual constraints. Thus, although the experiments supported the validity of the distinction between alignable and nonalignable differences, results were discordant with the specific prediction of structural alignment theory.     

The allure of the alignable: younger and older adults' false memories of choice features

When making choices, people often try to directly compare the features of different options rather than evaluating each option separately. Not every feature has an analogous (or alignable) feature in the other option, however. In this study, both younger and older adults filled in such gaps when remembering, creating features in the other option to contrast with existing features. Thus, participants had a tendency to remember choice options as more comparable than they originally were. High performance on tasks tapping strategic processing was associated with a pattern of mostly feature-based comparisons during choice for older adults but with a pattern of mostly option-based comparisons for younger adults. This pattern suggests that younger and older adults' comparison processes are influenced by different goals.     

Differences in risk-defusing behavior in deciding for oneself versus deciding for other people

In naturalistic risky decision-making tasks, risk-defusing behavior plays a central role. A risk-defusing operator (RDO) is an action carried out by the decision maker in order to decrease the risk of an alternative. Post-event RDOs (i.e., applied after the occurrence of a negative event) are more risky, but are associated with lower costs than pre-event RDOs (i.e., applied before the occurrence of a negative event). Two studies examine whether the choice between pre-event and post-event RDOs is influenced by detection probability, by involvement type (i.e., whether the decision has consequences for the decision maker or for other people), and by the interaction between these two variables. The results indicate that the effect of detection probability on choice was stronger if other people were involved than if the decision makers themselves were involved. Thus, in naturalistic risky decision tasks with consequences for themselves, people take detection probabilities into account to a lesser extent than in decisions with consequences for other people.     

自我框架、风险认知和风险选择

对行为决策中“框架效应”(Framing Effect)的研究进行了拓展：探讨了自我框架对风险决策的影响及其机制。面对运用图示方法表示的管理,健康,及投资方面的风险决策问题,参与者自主地选择对方案的描述（自我框架）。研究有四个主要发现：1）自我框架对风险选择的效应部分显著,而且对风险选择的影响方向因情境的不同而不同;2）机会威胁认知是自我框架效应的一个中介变量;3）自我框架在情绪语气上的差异对风险决策有显著影响：决策者对一个备选方案（确定性或风险性方案）相对于另一个备选方案的自我描述的情绪语气越积极正面,这个方案被选择的可能性越大;4）决策者的机会-威胁认知是这一自我框架效应的部分中介变量。也就是说,对备选方案的自我描述语气作为一种对决策信息的编码影响了风险（机会和威胁）认知,进而影响决策者的风险偏好和选择     

The Phantom Decoy Effect in Perceptual Decision Making

A phantom decoy is an alternative that is superior to another “target” option but is unavailable at the time of choice. In value‐based decisions involving phantom decoys (e.g., consumer choices), individuals often show increased preference for the similar, inferior target option over a non‐dominated competitor alternative. Unlike value‐based decisions that are driven by subjective goals, perceptual decisions typically have an outside criterion that defines the goal of the task (e.g., target is present or absent). Despite their obvious differences, past research has documented a number of commonalities between both types of decisions. In a set of three experiments, we examine the influence of phantom options on simple perceptual decisions and point out a critical difference between perceptual and value‐based decisions. Our results show that in perceptual choice, participants prefer competitor options to target options, the opposite of the pattern typically found in consumer choice. We use the results of the experiments to examine the predictions of four different models of context effects including loss aversion and dynamic, preference accumulation models. We find that accumulation models provide the best explanation for our results as well as being able to generalize to other context effects. Copyright © 2015 John Wiley & Sons, Ltd.     

Alignment effects on learning multiple,use-relevant classification systems

People often learn multiple classification systems that are relevant to some goal or use. We compared conditions in which subclassification within a category hierarchy was predicted by values on either the same (alignable) or different (nonalignable) dimensions between category hierarchies. The results indicated that learning in alignable conditions occurred in fewer blocks and with fewer errors than did learning in nonalignable conditions. This facilitation was not the result of differences between conditions in the representations learned by the participants, the number of dimensions needed for subclassification (Experiment 1), or the objective complexity of the learning task (Experiment 2). The facilitated learning in the alignable conditions appears to reflect a commitment on the part of the learner to alignment: the belief that the structure relevant to the use of one category system will also be relevant to the use of a comparable system.     

3～5岁儿童概念比较过程研究

本研究以两个实验探讨了儿童的一个认知过程:人优先考虑共同性,其次才是组合差异性与非组合差异性。3~5岁三个年龄组儿童分别对日常生活的基本概念进行类似性判断与差异性判断。实验1的结果表明,3岁年龄组的儿童还没有表现出组合差异性,4岁年龄组的儿童初步表现出明显的组合差异性,5岁年龄组的儿童表现出明显的组合差异性。他们首先考虑共同性,其次才是组合差异性与非组合差异性。实验2的结果表明,5岁儿童比4岁儿童更多地表现了组合差异性的判断能力。最后以结构组合的观点讨论了这些结果。     

The Maximization Paradox: The costs of seeking alternatives

Contrary to the common belief that more options lead to better decisions, recent research has demonstrated that choosing from a large number of options can have detrimental psychological effects. We investigated whether people were willing to sacrifice resources for more options, and whether choice-making orientation moderated such willingness. As predicted, people who were motivated to make the best choice possible—“maximizers”—were more willing to sacrifice resources such as time to attain a larger choice array than were people who tend to search for a satisfactory choice (i.e., “satisficers”). Additionally, maximizers who sacrificed to attain more options were ultimately less satisfied with their choice relative to maximizers who chose from a small assortment, and to satisficers (Studies 2 and 3). We term the pattern in which maximizers tend to sacrifice resources to attain more options that ultimately reduce their satisfaction, the “Maximization Paradox”.     

On the necessity of alignment: reply to Costello and Keane (2001)

In their article, "Testing two theories of conceptual combination: Alignment versus diagnosticity in the comprehension and production of combined concepts," F. J. Costello and M. T. Keane (2001) evaluate the role of alignment in the interpretation of noun-noun combinations. They found that participants were not strongly biased to prefer and produce interpretations with alignable differences. Instead, participants sometimes preferred and produced interpretations with nonalignable differences. These results are surprising given that most research has found advantages of alignable differences over nonalignable differences. Costello and Keane also found that feature diagnosticity better predicted their results, and they concluded that alignment does not play an important role in conceptual combination. However, drawing on recent work, the author of the present article gives an alternative interpretation of Costello and Keane's results, showing that alignment is crucial in conceptual combination. The author also shows that the dual-process model accounts for their results.     

Effect of Regret on Post-choice Valuation: The Case of More Than Two Alternatives

The author examines the influence of experienced regret on the selection of the reference point used in post-choice valuation. He incorporates two reference points, expected performance and performance of the forgone alternative, the former affecting the amount of satisfaction and the latter affecting the amount of regret experienced by a decision maker. Prior research on regret has assumed only a two-alternative choice set with the forgone alternative being the reference point for measuring regret. The author relaxes that assumption and develops hypotheses to examine the selection of the reference point in cases that more closely represent real-life experience (i.e., choice sets with more than two alternatives). Two studies are reported. The results from the first study support most of the hypotheses. The second study further investigated the selection of a reference point. Several theoretical and managerial implications are discussed and future research directions are suggested.     

The cognitive and neural basis of option generation and subsequent choice

Decision-making research has thoroughly investigated how people choose from a set of externally provided options. However, in ill-structured real-world environments, possible options for action are not defined by the situation but have to be generated by the agent. Here, we apply behavioral analysis (Study 1) and functional magnetic resonance imaging (Study 2) to investigate option generation and subsequent choice. For this purpose, we employ a new experimental task that requires participants to generate options for simple real-world scenarios and to subsequently decide among the generated options. Correlational analysis with a cognitive test battery suggests that retrieval of options from long-term memory is a relevant process during option generation. The results of the fMRI study demonstrate that option generation in simple real-world scenarios recruits the anterior prefrontal cortex. Furthermore, we show that choice behavior and its neural correlates differ between self-generated and externally provided options. Specifically, choice between self-generated options is associated with stronger recruitment of the dorsal anterior cingulate cortex. This impact of option generation on subsequent choice underlines the need for an expanded model of decision making to accommodate choice between self-generated options.     

There Are Plenty of Fish in the Sea: The Effects of Choice Overload and Reversibility on Online Daters’ Satisfaction With Selected Partners

Online dating is often lauded for improving the dating experience by giving singles large pools of potential partners from whom to choose. This experiment investigates how the number of choices online daters are given, and whether these choices are reversible, affects romantic outcomes. Drawing on the choice overload and decision reversibility theoretical frameworks, we show that, a week after making their selection, online daters who chose from a large set of potential partners (i.e., 24) were less satisfied with their choice than those who selected from a small set (i.e., 6), and were more likely to change their selection. While choice reversibility did not affect daters’ satisfaction, those who selected from a large pool and had the ability to reverse their choice were the least satisfied with their selected partner after one week. The results advance understanding of how media features related to choice affect interpersonal evaluations.     

Analysis of activity preferences as a function of differential consequences

Individuals who do not possess the verbal skills to express meaningful choice in the absence of its consequences may have difficulty indicating their preference for protracted activities that are unavailable until some time in the future (e.g., taking a walk, riding a bike). When we examined the preferences of 4 individuals with developmental disabilities by showing them pictorial representations of various activities, their initial choices showed no clear preferences. In a subsequent condition, selecting a photograph resulted in brief access to the depicted activity. When selections produced differential consequences (i.e., access to the activity), clear preferences emerged. In addition, 3 individuals' preferences were later shifted to an initially less preferred but more socially desirable option by superimposing additional reinforcement contingencies for engaging in the less preferred activity. Results are discussed in terms of the conditions under which choice functions as an indicator of preference and how those conditions may be altered to improve the quality of choice making without limiting access to preferred options.     

Decision Making Characteristics and Decision Styles Predict Adolescents’ Career Choice Satisfaction

Choosing one’s future career represents one of the most important decisions individuals face during their development. In the present study, Croatian college students recollected the process of choosing their future professional paths at the end of high school, and evaluated the outcome of this process. Specifically, students described how they chose between different career options, typically different college majors, available to them at that time. They specified the number and main characteristics of considered alternatives, the underlying motivation and timing of committing to a particular option, and reported how satisfied they were with the made choices. Next, the present study explored the influence of several identified decision making characteristics on participants’ immediate and delayed satisfaction with the chosen option. Additionally, the influence of several decision styles on individuals’ satisfaction was investigated. The obtained results indicate that, among decision making features, decision certainty represented the only significant predictor of participants’ immediate satisfaction with the made decision. The appeal of the preferred option and the number of considered options were revealed as additional significant predictors of delayed satisfaction with the chosen alternative. With regard to decision styles, regret and a distinct commitment factor predicted participants’ satisfaction with the made choice.     

What makes a man similar to a tie? Stimulus compatibility with comparison and integration

We argue and show that different properties of stimuli are compatible with different types of processing. Specifically, object pairs from the same taxonomic category (e.g., chair-bed) tend to be alignable and thus compatible with comparison, whereas object pairs that play different roles in thematic relations (e.g., chair-carpenter) tend to be nonalignable and compatible with integration. Using object pairs that varied orthogonally in alignability and thematic relatedness, we demonstrated that stimulus compatibility modulates processing and affects the outcomes of tasks that are currently believed to involve only comparison (similarity ratings, Experiment 1; listing commonalities and differences, Experiment 2) or only integration (thematic relatedness ratings, Experiment 3). Our findings and others that we have reviewed suggest that: (1) many cognitive tasks involve both comparison and integration, and (2) the relative influence of each process is modulated by an interplay between the task-appropriate and the stimulus-compatible process. We believe that single-process models should be extended to take this interplay into account.