Testing the effect of time pressure on asymmetric dominance and compromise decoys in choice

Jonathan C. Pettibone

Judgment and Decision Making, 2012, vol. 7, issue 4, 513-521

Abstract: Dynamic, connectionist models of decision making, such as decision field theory (Roe, Busemeyer, & Townsend, 2001), propose that the effect of context on choice arises from a series of pairwise comparisons between attributes of alternatives across time. As such, they predict that limiting the amount of time to make a decision should decrease rather than increase the size of contextual effects. This prediction was tested across four levels of time pressure on both the asymmetric dominance (Huber, Payne, & Puto, 1982) and compromise (Simonson, 1989) decoy effects in choice. Overall, results supported this prediction, with both types of decoy effects found to be larger as time pressure decreased.

Date: 2012
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