Carryover effects of analytic thought on preference quality

The current study used a novel within-subjects design to test for the effects of analytic thought (reasons analysis) on the quality of the resulting judgments, as well as on subsequent, unanalyzed judgments of the same stimuli. Participants rated eight Olympic dives at two points in time, 30 min apart, under both reasoning and control instructions, which were then correlated with the scores the dives received from the Olympic judges. Results revealed asymmetric effects of reasoning and non-reasoning strategies: reasoning impaired judgments even when the judgments had been previously made under control conditions, and participants’ two sets of ratings were more strongly correlated with each other when made under control conditions than when either set had been reasoned. Analyses of decision times and reason–judgment correlations suggest that the effects of analytic thought in this domain are partially due to a general shift in decision strategy, and not exclusively to biases in the content of generated reasons.