Testing the effect of time pressure on asymmetric dominance and compromise decoys in choice
Pettibone tested a prediction from dynamic, connectionist models of decision making such as decision field theory, in which context effects arise from a series of pairwise comparisons between attributes across time. If that is the mechanism, then limiting the time available to decide should decrease rather than increase the size of contextual effects. The prediction was tested across four levels of time pressure on both the asymmetric dominance decoy effect and the compromise decoy effect. Overall the results supported the prediction, with both types of decoy effect found to be larger as time pressure increased. This publication cites the paper for the practical point rather than the theoretical one: commercial settings that deploy decoys are typically also engineered to hurry the decision, and hurrying makes the effect bigger.
Pettibone tested a prediction from dynamic, connectionist models of decision making such as decision field theory, in which context effects arise from a series of pairwise comparisons between attributes across time. If that is the mechanism, then limiting the time available to decide should decrease rather than increase the size of contextual effects. The prediction was tested across four levels of time pressure on both the asymmetric dominance decoy effect and the compromise decoy effect. Overall the results supported the prediction, with both types of decoy effect found to be larger as time pressure increased. This publication cites the paper for the practical point rather than the theoretical one: commercial settings that deploy decoys are typically also engineered to hurry the decision, and hurrying makes the effect bigger.
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Both decoy effects were found to be larger as time pressure increased. doi:10.1017/s1930297500002849
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- The Option You Were Never Meant to Buy, Why We Act
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The source
https://doi.org/10.1017/s1930297500002849
DOI: 10.1017/s1930297500002849