期刊
PSYCHOLOGICAL SCIENCE
卷 24, 期 6, 页码 901-908出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/0956797612464241
关键词
preferential choice; attraction effect; similarity effect; compromise effect; perceptual decision making; decision making; perception; preferences
Context effectspreference changes that depend on the availability of other optionshave attracted a great deal of attention among consumer researchers studying high-level decision tasks. In the experiments reported here, we showed that these effects also arise in simple perceptual-decision-making tasks. This finding casts doubt on explanations limited to consumer choice and high-level decisions, and it indicates that context effects may be amenable to a general explanation at the level of the basic decision process. We demonstrated for the first time that three important context effects from the preferential-choice literaturesimilarity, attraction, and compromise effectsall occurred within a single perceptual-decision task. Not only do our results challenge previous explanations for context effects proposed by consumer researchers, but they also challenge the choice rules assumed in theories of perceptual decision making.
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