Examining the mechanisms underlying contextual preference reversal: Comment on Trueblood, Brown, and Heathcote (2014)

Konstantinos Tsetsos, Nick Chater, Marius Usher

Research output: Contribution to journalArticlepeer-review

Abstract

Trueblood, Brown, and Heathcote (2014) provide a new model of multiattribute choice, which accounts for 3 contextual reversal effects (similarity, attraction and compromise). We review the details of the model and highlight some novel predictions. First, we show that the model works by setting a "fine balance" between 2 opposing factors that influence choice. As a result, small changes in the attributes of choice alternatives can disturb this balance. Second, we show that the model gives a partial account of the compromise effect. We describe a number of experiments that could distinguish the MLBA from other models of multiattribute choice.

Original languageEnglish
Pages (from-to)838-847
Number of pages10
JournalPsychological Review
Volume122
Issue number4
DOIs
StatePublished - 1 Oct 2015

Keywords

  • Decoy effects
  • Multiattribute choice
  • Preference reversal

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