Alan Baron: A pioneer in translational science

Primates take longer to choose between alternatives with smaller differences in value. This effect—a particular instance of the distance effect in symbolic comparisons—has not been replicated in birds. Instead, birds appear to respond independently to each alternative, such that the latency to choose depends primarily on the alternative of highest value. Three experiments tested for the distance effect in pigeons under conditions not previously considered. Experiment 1 presented pigeons with forced‐ and binary free‐choice trials, where each alternative was one of three possible delays to reinforcement (4, 8, and 16 s). Pigeons were exposed to the choice stimuli for different amounts of time and with different sample response requirements prior to the choice response. Experiment 2 added a fourth (0‐s delay) alternative. Experiment 3 substituted the 16‐s delay with a second 4‐s delay. In all experiments, pigeons systematically chose the shortest delay to reinforcement. Latency to choose the 4‐s delay did not vary when choosing against the 8‐s or 16‐s delay, regardless of whether choice stimuli were exposed for the duration of nine pecks (Experiment 1), or whether a 0‐s delay alternative was sometimes present (Experiment 2). Latency to choose the preferred of two identical alternatives (4‐s vs. 4‐s) was shorter than the latency to choose between different alternatives (4‐s vs. 8‐s; Experiment 3); this is the opposite of a distance effect. These results show no evidence of a distance effect in pigeon choice, consistent with the hypothesis that pigeons respond independently to each choice alternative.     

选择扩散效应研究的回顾与前瞻

由失调导致的态度改变一直受到社会心理学的关注,选择扩散效应是态度改变的结果之一。多个理论模型对此做出各种解释,近年来对失调的脑机制研究为行为模型提供了新的证据。文化心理学也涉足了这方面的研究,并多以自我模型为基础,发现东西方人在对失调的体验及随后的态度变化上存在文化差异。总结了选择扩散效应的研究意义后,文章从该效应的研究范式、心理机制和脑机制、文化影响三方面对相关研究进行回顾,在此基础上提出研究范式的区分、模型的整合、脑机制的进一步研究、减缓失调的积极作用是未来的研究趋势,并指出跨文化研究中应注意的问题     

Failure to find a distance effect in pigeon choice: Manipulating amount and delay of reinforcement

The choice behavior of primates, including humans, displays a distance effect: Latency to choose between alternatives appears to increase with smaller differences in value. There is, so far, no demonstration of this effect in birds. Tests of distance effects in birds have been conducted in binary choice situations with a dominant alternative, where one alternative is superior to the other in all aspects that meaningfully contribute to value (e.g., provides access to the same reinforcer, but with a shorter delay). The present study considers the possibility that including dominant alternatives in choice tests precludes distance effects. Four pigeons were presented with binary choices between alternatives that varied in amount and delay. Some choices had a dominant alternative (smaller–sooner or larger–later vs. smaller–later) and some did not (smaller–sooner vs. larger–later). Across phases, only the delay to the smaller–sooner reinforcer varied. Distance effects were expected to be expressed as longer latencies as choice between smaller–sooner and larger–later reinforcers approached indifference. Despite the sensitivity of choice to differences in amount and delay, no distance effect was observed. Alternative explanations for the failure to find a distance effect in pigeon choice, including the Sequential Choice Model (SCM), are discussed.     

图形面积判断任务下信息加工模式和信息呈现方式对吸引效应的影响

研究使用图形面积判断任务取代典型的双属性决策框架, 考察了不同信息加工模式和信息呈现方式对吸引效应的影响。实验1比较了不同信息加工模式对吸引效应的影响, 结果发现, 当被试以直觉的信息加工方式进行面积比较判断时, 吸引效应不显著, 而以分析的信息加工方式判断时吸引效应明显存在, 后者效应强度显著大于前者。实验2通过调整图形排列顺序, 比较了刺激材料呈现方式对吸引效应的影响, 结果表明, 被试以直觉的信息加工方式进行判断时吸引效应依然存在, 但其表现要受信息呈现方式影响, 相对于将目标图形放置于诱引图形和竞争图形之间, 将诱引图形放置于目标图形和竞争图形之间而成为判断背景时, 吸引效应强度更大。研究提出了吸引效应形成的两阶段理论, 认为吸引效应产生的根源同时来自直觉的和分析的两个信息加工阶段, 研究也证实信息呈现方式对被试信息加工方式造成较大影响, 进而影响吸引效应强度。     

Choice among two and three alternatives

Although choice between two alternatives has been widely researched, fewer studies have examined choice across multiple (more than two) alternatives. Past models of choice behavior predict that the number of alternatives should not affect relative response allocation, but more recent research has found violations of this principle. Five pigeons were presented with three concurrently scheduled alternatives. Relative reinforcement rates across these alternatives were assigned 9:3:1. In some conditions three keys were available; in others, only two keys were available. The number of available alternatives did not affect relative response rates for pairs of alternatives; there were no significant differences in behavior between the two and three key conditions. For two birds in the three‐alternative conditions and three birds in the two‐alternative conditions, preference was more extreme for the pair of alternatives with the lower overall pairwise reinforcer rate (3:1) than the pair with higher overall reinforcer rate (9:3). However, when responding during the changeover was removed three birds showed the opposite pattern in the three‐alternative conditions; preference was more extreme for the pair of alternatives with the higher overall reinforcer rate. These findings differ from past research and do not support established theories of choice behavior.     

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.     

The Influence of Task Difficulty on Context Effect - Compromise and Attraction Effects

Research in psychology finds strong context effects in consumer behavior and help consumer make up their mind from choice set when none of each option better than the others in all aspects. Context effect signifies that when evaluating a focal option, individuals take into consideration characteristics of other comparative alternatives rather than only the features of that focal alternative, complicating the decision-making process. The compromise effect and attraction effect (known together as context effect) explain the underlying motivations that cause consumers to choose the middle option and introduce an inferior option to make the originally dominated option more preferable. But past research on this domain has predominantly used an easy-to-count choice scenario (refers to the ease of using individual’s math skill on comparative attributes in the choice task) which is not ideally existed in real world situation. In real world purchasing situations, most of the time consumers become confused by a variety of products presented with irregular pricing, packaging or attributes which are apparently difficult to compare by math skill. This paper aim to examine “When the level of difficulty changed while processing the comparative task on the context of a choice set, how does this influence the resultant occurrence of context effect?” Results from four experiments demonstrate that both compromise and attraction effects decreased when the choice task become more difficult.     

确定、不确定及风险状态下选择反转:“齐当别”选择方式的解释

应用广义“弱优势”（weak dominance）模型检验确定、不确定及风险状态下的选择反转现象。该模型将人们的二择一选择行为描述为一种搜寻一备择方案在主观上优越于另一备择方案的过程。即：在甲方案在某一维度上优越于乙方案,而乙方案在另一维度上优越于甲方案的情况下,为了利用“弱优势”（weak dominance）原则达成决策,人们必须在一维度上将两者间较小的差异人为地“齐同”掉,而在另一维度上将“辨别”两者间较大的差异作为最终选择的依据。因此,在每次选择时,如果不认为最大的差异都是来自同一维度,就会导致选择反转。此项研究设计了一“匹配”任务,并借此检验,在不同的决策状态下,判断两备择方案在各维度上的差异是否能预测人们的重复选择变异。总的测试-再测试结果支持“齐当别”选择方式的解释。其发现表明：重复选择之所以可能是一致的,并不是因为每次都认定被选中的备择方案具有最大值,而是因为每次选择都认定最大的差异来自一固定的维度。     

Values Voters: The Conditional Effect of Income on the Relationship Between Core Values and Political Attitudes and Behavior

The postmaterialism thesis contends that newer cultural and social justice issues will supplant traditional, class‐based economic concerns as societies become increasingly wealthy. Although macrolevel evidence broadly supports this prediction, individual‐level evidence for the theory in the United States has been sparse. Moreover, alternative theories predict that postmaterialism will not travel well to the American context because religious cleavages that divide the major parties will be most salient. We test the postmaterialism thesis at the individual level using unique data that enable us to evaluate citizens' value‐preference structures across income levels, as well as the conditional effect of income on the relationship between individuals' ranked value preferences and political attitudes and behavior. Consistent with the theory, greater income strengthens the association between egalitarianism and ideology, partisanship, evaluations of President Obama, and presidential vote choice, and weakens the relationship between moral traditionalism and these same variables. However, income does not moderate the association between economic security and individuals' identities, evaluations, or behavior. Additionally, value‐preference hierarchies are quite similar across income groups after controlling for partisanship and ideology. The results lend insight into the nature of value‐ and income‐based cleavages in American politics.     

The Spreading of Alternatives: Is it the Perceived Choice or Actual Choice that Changes our Preference?

After making a difficult choice, the preference rating of a chosen alternative tends to increase, and the rating of the rejected one tends to decrease. Such a change of preference is called spreading of alternatives. It is unclear whether it is the choice itself, or the choice one believes one has made that leads to preference change. Using a facial attractiveness task, we addressed this question by setting up an experiment to measure how the actual choice and perceived choice changed the preference. In the current study, participants first rated the attractiveness of female faces, and then made a choice between two faces that they had rated the same, after which, they re‐rated the female faces. Notably, in the re‐rating session, participants were given either veridical, false, or no feedback about their prior choice. This way, we were able to measure the functions of actual choice and perceived choice in rating changes. Results showed that both actual action and perceived action exert significant influence in shaping preference. The veridical feedback enhanced the spreading of alternatives effect whereas the false feedback weakened this effect, indicating that preference can be modulated by explicit manipulation. Copyright © 2016 John Wiley & Sons, Ltd.     

Loss aversion and inhibition in dynamical models of multialternative choice

The roles of loss aversion and inhibition among alternatives are examined in models of the similarity, compromise, and attraction effects that arise in choices among 3 alternatives differing on 2 attributes. R. M. Roe, J. R. Busemeyer, and J. T. Townsend (2001) have proposed a linear model in which effects previously attributed to loss aversion (A. Tversky & D. Kahneman, 1991) arise from attention switching between attributes and similarity-dependent inhibitory interactions among alternatives. However, there are several reasons to maintain loss aversion in a theory of choice. In view of this, an alternative theory is proposed, integrating loss aversion and attention switching into a nonlinear model (M. Usher & J. L. McClelland, 2001) that relies on inhibition independent of similarity among alternatives. The model accounts for the 3 effects and makes testable predictions contrasting with those of the Roe et al. (2001) model.     

ISOLATING BEHAVIORAL MECHANISMS OF INTERTEMPORAL CHOICE: NICOTINE EFFECT ON DELAY DISCOUNTING AND AMOUNT SENSITIVITY

Many drugs of abuse produce changes in impulsive choice, that is, choice for a smaller—sooner reinforcer over a larger—later reinforcer. Because the alternatives differ in both delay and amount, it is not clear whether these drug effects are due to the differences in reinforcer delay or amount. To isolate the effects of delay, we used a titrating delay procedure. In phase 1, 9 rats made discrete choices between variable delays (1 or 19 s, equal probability of each) and a delay to a single food pellet. The computer titrated the delay to a single food pellet until the rats were indifferent between the two options. This indifference delay was used as the starting value for the titrating delay for all future sessions. We next evaluated the acute effects of nicotine (subcutaneous 1.0, 0.3, 0.1, and 0.03 mg/kg) on choice. If nicotine increases delay discounting, it should have increased preference for the variable delay. Instead, nicotine had very little effect on choice. In a second phase, the titrated delay alternative produced three food pellets instead of one, which was again produced by the variable delay (1 s or 19 s) alternative. Under this procedure, nicotine increased preference for the one pellet alternative. Nicotine‐induced changes in impulsive choice are therefore likely due to differences in reinforcer amount rather than differences in reinforcer delay. In addition, it may be necessary to include an amount sensitivity parameter in any mathematical model of choice when the alternatives differ in reinforcer amount.     

On the robustness and the direction of the effect of cause‐related marketing

Two experiments are presented in this paper that explore the effect of cause‐related marketing (CRM) on product choice. To allow evaluation of the effect of experience and the role of individual differences, the experiments used a repeated choice setting. The results of Experiment 1 showed that the effect of CRM was stable over time. However, the direction of the effect was sensitive to the value of the product. CRM served as an equaliser: it helped disadvantaged alternatives and reduced the attractiveness of superior alternatives. Experiment 2 showed that the effect of CRM decreased but did not disappear in an easy choice task. These findings are summarised in a simple model and discussed in terms of their potential marketing applications. Copyright © 2003 Henry Stewart Publications.     

Exclusive preference develops less readily on concurrent ratio schedules with wheel-running than with sucrose reinforcement

Previous research suggested that allocation of responses on concurrent schedules of wheel‐running reinforcement was less sensitive to schedule differences than typically observed with more conventional reinforcers. To assess this possibility, 16 female Long Evans rats were exposed to concurrent FR FR schedules of reinforcement and the schedule value on one alternative was systematically increased. In one condition, the reinforcer on both alternatives was .1 ml of 7.5% sucrose solution; in the other, it was a 30‐s opportunity to run in a wheel. Results showed that the average ratio at which greater than 90% of responses were allocated to the unchanged alternative was higher with wheel‐running reinforcement. As the ratio requirement was initially increased, responding strongly shifted toward the unchanged alternative with sucrose, but not with wheel running. Instead, responding initially increased on both alternatives, then subsequently shifted toward the unchanged alternative. Furthermore, changeover responses as a percentage of total responses decreased with sucrose, but not wheel‐running reinforcement. Finally, for some animals, responding on the increasing ratio alternative decreased as the ratio requirement increased, but then stopped and did not decline with further increments. The implications of these results for theories of choice are discussed.     

On the Decision to Explore New Alternatives: The Coexistence of Under‐ and Over‐exploration

The decision whether to explore new alternatives or to choose from familiar ones is implicit in many of our daily activities. How is this decision made? When will deviation from optimal exploration be observed? The current paper examines exploration decisions in the context of a multi‐alternative “decisions from experience” task. In each trial, participants could choose a familiar option (the status quo) or a new alternative (risky exploration). The observed exploration rates were more sensitive to the frequent outcome from choosing new alternatives than to the average outcome. That is, the implicit decision whether to explore a new alternative reflects underweighting of rare events: Over‐exploration was documented in “Rare Disasters” environments, and insufficient exploration was evident in “Rare Treasures” environments. In addition, the results reveal a decrease in exploration of new alternatives over time even when it is always optimal and some exploration even when it is never reinforcing. These results can be captured with models that share a distinction between “data collection” and “outcome‐driven” decision modes. Under the data collection mode, the decision maker collects information about the environment, to be used in future choices. Under the outcome‐driven mode, the decision maker relies on small samples of previous experiences with familiar versus unfamiliar alternatives, before the selection of a specific alternative. The predictive value of a two‐parameter “explorative sampler” quantification of these assumptions is demonstrated. Copyright © 2013 John Wiley & Sons, Ltd.     

Commitment and satisfaction in romantic associations: A test of the investment model

Two experiments were designed to test the adequacy of the investment model of developing relationships in predicting satisfaction with and commitment to ongoing associations. According to the investment model, attraction to and satisfaction with a relationship is a function of a comparison of the relationship outcome value (both rewards and costs) to the individual's expectations, or comparison level. Commitment to a relationship is said to be a function not only of the relationship outcome value, but also the quality of the best available alternative and the magnitude of the individual's investment in the relationship. The intrinsic or extrinsic investment of resources serves to increase commitment by increasing the costs of leaving the relationship. Thus, increases in investment size, decreases in alternative value, and increases in relationship value should increase commitment to an ongoing relationship. In Experiment 1, a role-playing study, commitment to relationships increased with intrinsic and extrinsic investment size and decreased with the value of alternatives, but was not appreciably affected by relationship costs. Satisfaction/attraction significantly increased as relationship costs decreased. In Experiment 2, a survey of ongoing romantic associations, satisfaction/attraction was predicted by relationship reward value and relationship cost value. Commitment to relationships increased as relationship reward value and investment size increased and as alternative value and relationship cost value decreased, although the effects of cost value were weak.     

The Effects of the Selective Consideration of Alternatives on Consumer Choice and Attitude–Decision Consistency

There are many instances of consumer decision making in which more consideration is given to 1 brand than to others in the choice set. This research explored how selective consideration of a brand affects attitudes toward the brand, relative standing of the focal brand within the choice category, and decision making. Experiment 1 demonstrated that when participants were prompted to consider a randomly determined focal alternative, that alternative was more likely to be chosen than nonfocal alternatives. Moreover, willingness to pay for an alternative was higher if it was the focus of consideration. Attitudinal data suggest that the selective consideration effect occurred because attitudes toward the focal alternative became more positive compared to those toward other alternatives in the choice set. Experiment 2 elucidated this attitudinal effect by demonstrating that selective consideration could cause the extremity of consumers’ attitudes toward a focal brand to become more positive. Experiment 3 explored the potential of the selective consideration of a focal alternative to influence the consistency between consumers’ attitudes and decisions and established that the initial attitude toward a focal alternative moderated the selective consideration effect.     

Examining Models of Nondominated Decoy Effects across Judgment and Choice

Three experiments explored cognitive models of inferior, compromise, and phantom decoy effects in both judgment and choice. Participants made judgments of attractiveness, justifiability, and evaluation anxiety associated with each alternative in the set, along with judgments of the attractiveness of each alternative's dimensional values. In another session, they also chose the alternative they most preferred. Results were analyzed in terms of the degree to which decoy effects reflected shifts in dimensional values or reflected emergent values based on relationships with other alternatives in the set. Both emergent-value and value-shift models of inferior decoy effects were supported, but only the emergent-value model of compromise decoy effects was supported. Results for the phantom decoy indicated that this effect was choice-based and did not occur in judgment. Thus, although decoy effects were largely similar in choice and judgment, they also differed in important ways.