The meaning of indifference in choice behavior: Asymmetries in adjustments embodied in matching

Measuring and assessing people’s preferences is an intricate task that can be realized by different methods. Evidently, the different methods do not necessarily yield consistent results. In the present paper we examine the matching procedure and demonstrate inconsistencies within the method itself. It is shown that the inconsistencies stem from: (1) asymmetry in upward and downward matching (i.e., matching options by increasing or lowering values do not yield the same tradeoffs) and (2) participants’ tendency to match (adjust) the options such that they become more similar, eventually facilitating the choice process. Matching is the most straightforward method of eliciting indifference. Hence, the observed inconsistencies, encapsulated in the matching procedure, have direct implications for the construction of indifference curves (equal-utility contours) that are examined in the final section.