Inferences from decision difficulty

We propose that people infer the relative attractiveness of the choice alternatives from decision difficulty. A difficult decision signifies that the alternatives are close to each other in attractiveness, and an easy decision signifies that the alternatives are remote from each other in attractiveness. In Study 1, observers used reported decision difficulty to infer preferences of the decision maker. Studies 2-4 showed that inferences about the source of one’s own decision difficulty may affect a decision maker’s preferences. Study 4 integrates the notion of inferences from decision difficulty with dissonance theory, showing that in repeatable decisions difficulty reduces post-decisional spreading of alternatives, as predicted by our model, whereas with one-time decisions, difficulty enhances post-decisional spreading of alternatives, as predicted by dissonance theory.