The Construction of Preference by Paul Slovic, Sarah Lichtenstein

By Paul Slovic, Sarah Lichtenstein

One of many major subject matters that has emerged from behavioral choice learn prior to now 3 many years is the view that people's personal tastes are frequently developed within the strategy of elicitation. this concept is derived from experiences demonstrating that normatively identical tools of elicitation (e.g., selection and pricing) provide upward push to systematically assorted responses.

These choice reversals violate the main of process invariance that's primary to all theories of rational selection. If varied elicitation strategies produce diversified orderings of recommendations, how can personal tastes be outlined and in what experience do they exist?

This booklet exhibits not just the old roots of choice building but in addition the blossoming of the concept that inside psychology, legislation, advertising, philosophy, environmental coverage, and economics. choice making is now understood to be a hugely contingent kind of details processing, delicate to activity complexity, time strain, reaction mode, framing, reference issues, and different contextual components.

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The other attribute was enriched, that is, hard to compare but, in their terms, more informative and meaningful (specifically, the enriched attributes were brand name and country of origin). Their experiments tested 15 hypotheses, in most cases comparing choice with ratings of purchase likelihood, finding repeatedly that products that are superior on the comparable attribute are favored in choice whereas products that are superior on the enriched attribute are favored in ratings. 10 Comparable attributes are weighted more in choice for much the same reasons Hsee et al.

When subjects were told they were drinking Coke, the hippocampus responded along with the dorsolateral region of the prefrontal cortex, and preference for Coke increased. This finding suggests that different parts of the brain are involved when affect (here, brand name) is evoked.

1990, p. 22), but if large losses are included, probability may not be the most important dimension. Fischer et al. (1999) revisited the prominence effect. The key concept in their theory is what they called the task goal. A task goal is not a fundamental goal, like achieving happiness or money. A task goal is a characteristic of the response generation process: some tasks, such as choice, require the respondent to differentiate among the stimuli; other tasks, such as matching, require the The Construction of Preference 17 respondent to equate the stimuli.

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