Department of Psychology, University College London, London WC1H 0AP, United Kingdom.
Psychol Rev. 2010 Oct;117(4):1275-93. doi: 10.1037/a0020580.
A central puzzle for theories of choice is that people's preferences between options can be reversed by the presence of decoy options (that are not chosen) or by the presence of other irrelevant options added to the choice set. Three types of reversal effect reported in the decision-making literature, the attraction, compromise, and similarity effects, have been explained by a number of theoretical proposals. Yet a major theoretical challenge is capturing all 3 effects simultaneously. We review the range of mechanisms that have been proposed to account for decoy effects and analyze in detail 2 computational models, decision field theory (Roe, Busemeyer, & Townsend, 2001) and leaky competing accumulators (Usher & McClelland, 2004), that aim to combine several such mechanisms into an integrated account. By simulating the models, we examine differences in the ways the decoy effects are predicted. We argue that the LCA framework, which follows on Tversky's relational evaluation with loss aversion (Tversky & Kahneman, 1991), provides a more robust account, suggesting that common mechanisms are involved in both high-level decision making and perceptual choice, for which LCA was originally developed.
对于选择理论来说，一个核心难题在于，在选择中引入诱饵选项（未被选中的选项）或增加其他不相关选项，会导致人们对选项的偏好发生反转。在决策文献中，已经有多种理论解释了三种类型的反转效应：吸引力效应、妥协效应和相似性效应。然而，一个主要的理论挑战是同时捕捉到所有三种效应。我们回顾了为解释诱饵效应而提出的各种机制，并详细分析了两个计算模型，即决策场理论（Roe、Busemeyer 和 Townsend，2001）和漏桶竞争累加器（Usher 和 McClelland，2004），这些模型旨在将几种此类机制整合到一个综合解释中。通过模拟这些模型，我们研究了它们对诱饵效应的预测方式的差异。我们认为，LCA 框架遵循了 Tversky 的基于损失规避的关系评估（Tversky 和 Kahneman，1991），提供了一个更稳健的解释，表明在最初为感知选择而开发的 LCA 中，共同的机制涉及到高层决策和感知选择。
