Swayed by the music: Sampling bias towards musical preference distinguishes like from dislike decisions

This study investigated the interaction between sampling behavior and preference formation underlying subjective decision making for like and dislike decisions. Two-alternative forced-choice tasks were used with closely-matched musical excerpts and the participants were free to listen and re-listen, i.e. to sample and resample each excerpt, until they reached a decision. We predicted that for decisions involving resampling, a sampling bias would be observed before the moment of conscious decision for the like decision only. The results indeed showed a gradually increasing sampling bias favouring the choice (73%) before the moment of overt response for like decisions. Such a bias was absent for dislike decisions. Furthermore, the participants reported stronger relative preferences for like decisions as compared to dislike decisions. This study demonstrated distinct differences in preference formation between like and dislike decisions, both in the implicit orienting/sampling processes prior to the conscious decision and in the subjective evaluation afterwards. (C) 2011 Elsevier Inc. All rights reserved.