Order Effects in Preference Judgments: Evidence for Context Dependence in the Generation of Preferences |
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| Institution: | 1. Section of General Surgery, Trauma, and Surgical Critical Care, Department of Surgery, Yale School of Medicine, New Haven, CT;2. Section of Geriatrics, Department of Internal Medicine, Yale School of Medicine, New Haven, CT;3. Yale Center for Analytical Sciences, Yale School of Public Health, New Haven, CT;4. Park Surgical Associates, Brockton, MA;1. Department of Gastroenterology, Mauriziano Hospital, Turin, Italy;2. IBD Onlus Piemonte Foundation, Turin, Italy;3. Department of Gastroenterology, San Camillo-Forlanini Hospital, Rome, Italy;4. Department of General Medicine, Hospital of Cremona, Italy;5. Medical Department, Chiesi Italian Pharmaceutical Group, Parma, Italy;6. Gastroenterology Unit, L. Sacco University Hospital, Milan, ASST Fatebenefratelli Sacco, Italy;7. Department of Gastroenterology, Fondazione Macchi Hospital, Varese, ASST Sette Laghi, Italy;8. Gastroenterology Unit, Carlo Ondoli Hospital, Angera, ASST Valle Olona, Italy;9. Gastroenterology Unit, Gallarate Hospital, ASST Valleolona, Italy;10. Gastroenterology Unit, University Hospital Careggi, Florence, Italy;11. Gastroenterology Department, IRCCS Policlinico San Donato Milanese, Italy;12. Gastroenterology Unit, Fondazione Policlinico Universitario A. Gemelli, Presidio Columbus, Rome, Italy;13. Hepatology and Gastroenterology Department, San Paolo Hospital, Milan, ASST Santi Paolo e Carlo, Italy;14. Division of Internal Medicine, Liver and Gastroenterology Unit, San Paolo Hospital, ASST Santi Paolo e Carlo, Milan, Italy;15. Internal Medicine Unit, Azienda Ospedaliero-Universitaria Policlinico “G. Rodolico”, Catania, Italy;p. Gastroenterology Unit, Santa Maria degli Angeli Hospital, Pordenone, Italy;q. Gastroenterology Unit, Garbagnate Milanese Hospital, ASST Rhodense, Italy;r. Gastroenterology Unit, University of Genoa, Italy;s. Gastroenterology and Digestive Endoscopy Department, Bolzano Central Hospital, Italy;1. First Department of Medicine, Semmelweis University, Budapest, Hungary;2. Faculty of Health Sciences, Department of Clinical Studies, Semmelweis University, Budapest, Hungary;3. Division of Gastroenterology, McGill University, MUHC, Montreal General Hospital, Montreal, QC, Canada;1. Fondazione Eni Enrico Mattei and Centro Euro-Mediterraneo sui Cambiamenti Climatici, Corso Magenta 63, 20123 Milano, Italy;2. John F. Kennedy School of Government, Harvard University, 79 JFK Street, Cambridge, MA 02138, USA;3. La Follette School of Public Affairs, University of Wisconsin-Madison, WI 53706, USA;4. Nelson Institute Center for Sustainability and the Global Environment (SAGE), University of Wisconsin-Madison, WI 53726, USA;1. National Laboratory of Pattern Recognition, Institute of Automation Chinese Academy of Sciences, No. 95, Zhongguancun East Road, Beijing 100190, China;2. School of Computer Science, Nanjing University of Science and Technology, Xiaolingwei Road 200, Nanjing 210094, China |
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| Abstract: | This paper explores the cognitive processes at work in preference generation. It tests the hypothesis that the evaluation process relies on a comparative context of alternatives. Participants in two experiments reviewed pairs of options that included one superficially attractive option and another that was normatively superior in some way but superficially unattractive. Experiment 1 (N= 116) found that when the superficially attractive option was rated first, reported preferences for both options were higher than when the less attractive alternative was rated first. Experiment 2 (N= 177) replicated this order effect on preferences using six pairs of options. I obtained process measures that suggest the effect is attributable to the process by which people generate judgments of preference. Options are rated more positively to the extent that they compare favorably to other real or imagined alternatives; options are rated more negatively to the extent that they compare poorly to their alternatives. These two experiments contribute to the literature on preference generation by specifying a process by which people generate preferences. |
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