Factors influencing the use of internal summary evaluations versus external information in choice

Decision makers cope with more demanding tasks by shifting their cognitive strategies, balancing effort expenditure against the desire to produce an accurate response. In choice tasks, one method for reducing effort while simultaneously maintaining accuracy is to shift from a reliance on information obtained from the external environment to that retrieved from memory, particularly summary evaluations (i.e. relatively stable evaluative reactions to the overall attractiveness of individual alternatives) acquired from previous decision-making experience. We examined four factors that should all encourage decision makers to rely to some extent on internal summary evaluations rather than external information search: (1) increased external search costs, (2) greater time pressure, (3) increased incentives to make an accurate choice, and (4) increased levels of prior experience with the choice context. Sixty experimental subjects chose their preferred alternative from a set of women's magazines. Decision processes were inferred from verbal protocols, computer-generated search records, and decision times. Only increased external search costs led to a greater reliance on summary evaluations. Although increased time pressure, increased incentives, and increased experience with the context did lead to changes in search and evaluation processes, contrary to initial expectations decision makers did not shift to a greater reliance on summary evaluations. These results suggest that while decision makers do sometimes use summary evaluations as a substitute for external search, this is only one of several mechanisms available for effort reduction. Understanding when and where decision makers rely upon summary evaluations probably requires a broader conceptualization of knowledge structures, particularly a consideration of the knowledge that decision makers possess about different choice strategies and their effectiveness.     

The tale of uncertain choices: inclusion versus exclusion

Abstract

This article investigates the effect of perceived uncertainty on two types of screening strategies – exclusion and inclusion. Results from five studies showed that perceived uncertainty increases the preference for exclusion strategy. Using both mediation and moderation methods, we find support for accuracy consideration as the driver underlying the effect of perceived uncertainty on screening strategy. Furthermore, we demonstrated a reversal of the relationship between perceived uncertainty and screening strategy by manipulating the consideration set size. While perceived uncertainty strengthened the preference for the exclusion strategy when forming smaller consideration sets, this relationship flipped when forming larger consideration sets. We also demonstrated the effects of perceived preference uncertainty on screening strategy over and above knowledge uncertainty, choice uncertainty, as well as dispositional attitude toward uncertainty. Finally, we demonstrated the generalisability of our results by analysing verbal protocol data from the TV game show Who Wants to Be a Millionaire?     

Contingent Weighting in Self-Other Decision Making

Three studies are presented that examine the decision-making processes that lead advisors to have preferences distinct from personal decision makers (Kray & Gonzalez, 1999). Advising and personal decision making were hypothesized to invoke different interpersonal frames, which lead to different weighting of decision attributes. Alternatively, advisors might simply exert less effort in decision making for others than do personal decision makers. In Study 1, the contingent weighting of attributes was examined in two decision-making tasks (choice vs. matching). Advisors were more likely to choose in a manner consistent with "what most people would prefer" than personal decision makers, but no differences in preferences were observed in the matching task. Advisors subsequently reported experiencing less regret and blame and more strongly preferred the chosen alternative than did personal decision makers. In Study 2, advisors considered more decision attributes to be important in the abstract compared to personal decision makers, and the choice pattern of Study 1 was replicated. In Study 3, advisors and personal decision makers generated more considerations when making a decision compared to individuals making decisions in the abstract. Finally, the preferences of personal decision makers were more consistent with their reported attribute importance judgments than were those of advisors. In total, the results suggest advisors incorrectly infer others' preferences, rather than suffer from a deficit of motivation, when giving advice. Copyright 2000 Academic Press.     

Between a rock and a hard place: The failure of the attraction effect among unattractive alternatives

Many important decisions that consumers face involve choosing between options that are unattractive or undesirable—the proverbial “lesser of two evils.” Consumers, who face budget or geographical constraints, for example, end up with mostly undesirable consideration sets; yet a choice is necessary. We examine the role of option set desirability in the context of the well-established attraction effect. In five studies, we show that the attraction effect occurs in desirable domains but is eliminated when all the options are undesirable (Experiments 1–4). We further find that this asymmetric effect is consistent with a shift in decision makers' processing styles. Decision makers show more vigilant processing when making choices among undesirable (vs. desirable) domains (Experiments 3A and 3B), which results in an attenuated attraction effect (Experiment 4). Our results indicate that the attraction effect might not be as robust as generally thought and establishes (un)desirability as an important boundary condition.     

When “decoy effect” meets gender bias: The role of choice set composition in hiring decisions

A large body of research has found evidence that hiring decisions are frequently subject to strong gender bias and has explored factors that help to predict and prevent such a bias from occurring. In this paper, we explore a novel factor that has received only little attention: the composition of the choice set. Drawing on prior research on the attraction effect of decoys in consumer choice and personnel decisions, we posit that when decision makers need to decide whether to hire a male or a female applicant for a stereotypically male position, the presence of a third applicant whose profile is asymmetrically dominated by one of the two applicants can in many circumstances strongly increase the odds that the male applicant will be selected, but will not be beneficial for the female applicant. We test our hypotheses in five experimental studies with different designs, experimental settings, and participant pools—including managers with professional experience in hiring decisions. Our results provide robust evidence demonstrating the strong effects of choice set composition on the emergence of gender bias. In addition, we found that the presence of asymmetrically dominated applicants makes decision makers more confident in their biased decisions and more likely to implement them immediately without searching for further information. Finally, our results also provide some initial evidence that our results for stereotypically male positions will be reversed when hiring decisions are made for stereotypically female positions where the presence of decoys instead gives an advantage to female over male applicants.     

Help or hinder? When recommendation signage expands consideration sets and heightens decision difficulty

This research examines whether recommendation signage helps or hinders the consumer when faced with choosing from large product assortments. In spite of frequent usage and retailer intuition suggesting that providing recommendation signs (e.g., “Best Seller,” “Award Winner”) should help consumers in the choice process, we propose that signs can hinder choice for consumers with more developed preferences by adding to the complexity and difficulty of the decision process. In three experiments using horizontally differentiated products in multiple categories, we provide evidence that recommendation signs create preference conflict for consumers with more developed preferences, leading these consumers to form larger consideration sets and ultimately experience more difficulty from the decision-making process. In addition, we show that these effects are mitigated for consumers with less developed preferences and when the choice is from a small assortment. The results suggest that recommendation signage may not be an effective tool for aiding choice from large assortments; instead signage can exacerbate the difficulties associated with having too many choices, with implications on purchase quantity.     

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     

Anticipations of Effort and Accuracy in Multiattribute Choice

Research on multiattribute choice strategies suggests that decision makers adapt to variations in task features by switching decision strategies. One perspective is that strategy selection is determined by a trade-off between the goals of minimizing effort and maximizing accuracy. However, since strategy selection is based on anticipated effort and accuracy, empirical evidence is needed on the nature of these anticipations. An experiment examines how well decision makers anticipate the influence of two particular task features, information display organization and number of alternatives, on effort and accuracy. Subjects chose the best alternative from sets of loan applications described by six relevant attributes. Prior to each choice, they prospectively judged the effort required and the accuracy that would result. Results suggest that anticipated consequences deviate substantially from experienced consequences for both effort and accuracy. Neither task experience nor explicit feedback brought anticipations and experiences closer together. These findings underscore the importance of anticipation judgments in multiattribute choice.     

The Effect of Decision Strategy on Deciding to Defer Choice

Recent research has examined consumer decision making when the option of not choosing any of the alternatives is also provided. The findings from this research suggest that the decision to defer choice is sensitive to the uncertainty of choosing the most preferred option from the set of alternatives provided. Building on this research, the author tests whether the decision to defer choice is also influenced by task variables that influence decision uncertainty. In the first experiment, this proposition is tested for choice problems in which information on three relatively equally attractive alternatives is presented either sequentially or simultaneously. As predicted, the preference for the defer-choice option was greater when the three alternatives were presented simultaneously. A second study forced subjects into using one of four decision strategies in order to choose between two non-dominated alternatives. The preference for the no-choice option was found to be higher when the rule required explicit attribute tradeoffs and lower when it simplified choice. These results suggest that choice uncertainty is influenced by the decision strategy used to determine the preference among alternatives. We conclude with a discussion of the implications of the results for marketers' communication strategies.     

An Optimized Design of Choice Experiments: A New Approach for Studying Decision Behavior in Choice Task Experiments

In this paper, we present a new approach for the optimal experimental design problem of generating diagnostic choice tasks, where the respondent's decision strategy can be unambiguously deduced from the observed choice. In this new approach, we applied a genetic algorithm that creates a one‐to‐one correspondence between a set of predefined decision strategies and the alternatives of the choice task; it also manipulates the characteristics of the choice tasks. In addition, this new approach takes into account the measurement errors that can occur when the preferences of the decision makers are being measured. The proposed genetic algorithm is capable of generating diagnostic choice tasks even when the search space of possible choice tasks is very large. As proof‐of‐concept, we used this novel approach to generate respondent‐specific choice tasks with either low or high context‐based complexity that we operationalize by the similarity of alternatives and the conflict between alternatives. We find in an experiment that an increase in the similarity of the alternatives and an increase in the number of conflicts within the choice task lead to an increased use of non‐compensatory strategies and a decreased use of compensatory decision strategies. In contrast, the size of the choice tasks, measured by the number of attributes and alternatives, only weakly influences the strategy selection. Copyright © 2014 John Wiley & Sons, Ltd.     

社会排斥对消费选择偏向的影响：怀旧的调节作用及社会联结的中介作用

社会排斥会导致许多消极影响,人们会尝试通过各种策略对此进行缓解,而消费是其中重要的一种应对方式。本文通过3个实验考察了社会排斥和消费选择偏向（体验性消费vs.实物性消费）的关系,同时探讨了怀旧的调节作用和社会联结的中介作用。结果发现,社会排斥可以提高消费者对体验性消费的偏好,怀旧调节了社会排斥与体验性消费偏向的关系,并通过社会联结的中介作用进一步缓冲了社会排斥对消费选择偏向的影响。     

Counterfactual seeking: The scenic overlook of the road not taken

Decision makers faced with an opportunity to learn the outcome of a foregone alternative must balance anticipated regret, should that information be unfavorable, with the potential benefits of this information in reducing experienced regret. Counterfactual seeking, the choice to learn more about foregone alternatives, may be a functional, regret-regulating strategy for individuals already experiencing regret. Counterfactual seeking increases in response to dissatisfying outcomes (Studies 1 and 2). Counterfactual seeking is generally able to reduce dissatisfaction (Study 2), regardless of whether individuals personally chose to view this information or were randomly assigned to do so (Study 3). Moreover, both imaginative (vs. factual) thoughts about the foregone option and upward (vs. downward) counterfactual thoughts play a role in this improvement in satisfaction (Study 4). Regret thus has a complex influence in how individuals engage with counterfactual information.     

Selective exposure and information quantity: how different information quantities moderate decision makers' preference for consistent and inconsistent information

Empirical evidence on selective exposure to information after decisions is contradictory: Whereas many studies have found a preference for information that is consistent with one's prior decision, some have found a preference for inconsistent information. The authors propose that different available information quantities moderate these contradictory findings. Four studies confirmed this expectation. When confronted with 10 pieces of information, decision makers systematically preferred decision-consistent information, whereas when confronted with only 2 pieces of information, they strongly preferred decision-inconsistent information (Study 1). This effect was not due to differences in processing complexity (Study 2) or dissonance processes (Study 3) but could be traced back to different salient selection criteria: When confronted with 2 pieces of information, the salient selection criterion was information direction (consistent vs. inconsistent), which caused a preference for inconsistent information. In contrast, when confronted with more than 2 pieces of information, the salient selection criterion was expected information quality, which caused a preference for consistent information (Study 4).     

Reliance on Numerical Precision: Compatibility between Accuracy versus Efficiency Goals and Numerical Precision Level Influence Attribute Weighting in Two‐Stage Decisions

This research examines how the weighting of an attribute is jointly affected by attribute precision and decision stage. Building on prior work suggesting (a) that less (more) precise numerical values are easier to process (more accurate), (b) that decision‐makers' motivation to be efficient (accurate) is greater when creating a consideration set (making a final choice), and (c) that decision‐makers tend to overweight information that is compatible with their goals, we hypothesize that when creating a consideration set (making a choice) participants tend to assign greater weight to less (more) precise attributes. Five studies (two of them reported in the Appendix S1) offer triangulating evidence for these predictions. Overall, this work contributes to research on numerical cognition, efficiency versus accuracy trade‐offs, attribute weighting, and two‐stage decisions.     

Decisional strategy determines whether frame influences treatment preferences for medical decisions

Decision makers are influenced by the frame of information such that preferences vary depending on whether survival or mortality data are presented. Research is inconsistent as to whether and how age impacts framing effects. This paper presents two studies that used qualitative analyses of think-aloud protocols to understand how the type of information used in the decision making process varies by frame and age. In Study 1, 40 older adults, age 65 to 89, and 40 younger adults, age 18 to 24, responded to a hypothetical lung cancer scenario in a within-subject design. Participants received both a survival and mortality frame. Qualitative analyses revealed that two main decisional strategies were used by all participants: one strategy reflected a data-driven decisional process, whereas the other reflected an experience-driven process. Age predicted decisional strategy, with older adults less likely to use a data-driven strategy. Frame interacted with strategy to predict treatment choice; only those using a data-driven strategy demonstrated framing effects. In Study 2, 61 older adults, age 65 to 98, and 63 younger adults, age 18 to 30, responded to the same scenarios as in Study 1 in a between-subject design. The results of Study 1 were replicated, with age significantly predicting decisional strategy and frame interacting with strategy to predict treatment choice. Findings suggest that framing effects may be more related to decisional strategy than to age.     

Consumption Effort: The Mental Cost of Generating Utility and the Role of Consumer Energy Level in Ambitious Consumption

We propose that the essence of consumption is the mental process of generating utility from products, that this process expends consumption effort, and that consumers take consumption effort into account in their decision making. In 2 studies, we tested the hypothesis that consumption preferences become more ambitious—individuals become more inclined to choose challenging‐to‐consume products—when consumer energy levels are elevated. In Study 1, energy induced by ingesting caffeine increased participants’ tendency to choose subtitled foreign movies rather than domestic remakes of those same movies. Study 2 demonstrated the same effect with naturally occurring energy levels and with consumption experiences whose effortfulness and quality were varied independently. In choosing among sets of poems to read, participants with higher levels of energy exhibited less effort aversion but neither more nor less quality seeking. A reanalysis of Study 1 showed that the energy effect is not simply a case of consumers using more energy when they have more energy, because the energy effect disappeared when participants were made aware of the energy source, suggesting that a preference‐correction process occurred. The energy dependence of consumer preferences affords tactical opportunities for marketers, but the welfare implications for consumers are intriguingly unclear, because in both studies we found that energy increased participants’ choice of challenging consumption experiences without increasing their liking of those experiences.     

Decision Strategies and the Confidence–Accuracy Relationship in Face Recognition

The decision strategy used to select a choice set from an array of alternative options is known to affect the composition of the final choice set. Specifically, individuals incorporate more answers into their choice set when it is created by eliminating implausible items than when the set is created through the inclusion of plausible options. This difference is accounted for in a decision framework that posits a general reluctance to change the status quo (i.e., actively include or exclude an item). We extended this work to investigate, not only the decisions themselves, but also metacognitive judgments (i.e., confidence in the accuracy of the choice set). In two face recognition experiments, we tested the impact of decision strategy (Experiment 1) and confidence judgment strategy (Experiment 2) on the confidence–accuracy relationship. In Experiment 1, participants completed two blocks of recognition trials, one under inclusion (marking previously seen faces) and one under elimination (marking previously unseen faces) instructions. We observed superior resolution (i.e., discrimination between correct and incorrect) for inclusion trials, but only when they were completed prior to use of the elimination strategy. In Experiment 2, all participants completed face recognition trials under inclusion instructions, but we manipulated the strategy used to assess confidence. Again, we observed a significant impact of strategy on confidence–accuracy resolution. Thus, we observed that both the strategy employed to reach a decision and that employed to assess confidence affected the confidence–accuracy relationship. We discuss theoretical and applied (particularly for eyewitness identification and multiple‐choice testing) implications. Copyright © 2012 John Wiley & Sons, Ltd.