Improving preference assessment: limiting the effect of context through pre-exposure to attribute levels
Carlson, Kurt A.
Bond, Samuel D.
This paper introduces a technique for improving preference assessment by reducing the influence of context on preferential choices. We propose that a decision maker who is exposed to relevant attribute levels will form spontaneous valuations, which will then insulate the decision maker from the effects of context during subsequent preference assessment. Results from three studies supported this hypothesis. Pre-exposure to product attribute levels undermined the impact of attribute priming, decision framing, and asymmetric dominance on preferential choices. A fourth study demonstrated that similar results can be obtained by allowing decision makers to pregenerate lists of attribute levels on their own.
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Carlson, Kurt A.; Bond, Samuel D.; Keeney, Ralph L. (Institute for Operations Research and Management Sciences, 2010-09)Real decision makers exhibit signiﬁcant shortcomings in the generation of objectives for decisions that they face. Prior research has illustrated the magnitude of this shortcoming but not its causes. In this paper, we ...