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

By J. Pettibone. Judgment and Decision Making, 2012

104 citations recorded by the source corpus.

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.

Subfields: Applied Psychology, Economics and Econometrics, General Decision Sciences

View Paper: https://www.semanticscholar.org/paper/888e57851d7e599718f9d33e3b913e6cddb54d7e