1Department of Marketing, Georgetown University.
Psychol Sci. 2014 Mar;25(3):812-6. doi: 10.1177/0956797613512663. Epub 2014 Jan 8.
When people obtain information about choice alternatives in a set one attribute at a time, they rapidly identify a leading alternative. Although previous research has established that people then distort incoming information, it is unclear whether distortion occurs through favoring of the leading alternative, disfavoring of the trailing alternative, or both. Prior examinations have not explored the predecisional treatment of the nonleading alternative (or alternatives) because they conceptualized distortion as a singular construct in binary choice and measured it using a relative item comparing the evaluation of both alternatives simultaneously. In this article, we introduce a measure of distortion at the level of the alternative, which allows for measuring whether predecisional distortion favors or disfavors every alternative being considered in choice sets of various sizes. We report that both proleader and antitrailer distortion occur and that the use of antitrailer processing differs between binary choices and multiple-options choices.
当人们一次一个属性地获取一组选择中的选择替代信息时，他们会迅速确定一个主导选择。尽管先前的研究已经确定，人们随后会扭曲传入的信息，但目前还不清楚扭曲是通过偏向主导选择、不偏向尾随选择还是两者兼而有之。先前的研究没有探讨非主导选择（或选择）的决策前处理，因为它们将扭曲视为二元选择中的单一结构，并使用同时比较两个选择的相对项目来衡量它。在本文中，我们引入了一种替代层面上的扭曲衡量方法，该方法可以衡量在各种大小的选择集中，决策前扭曲是否偏向或不偏向每个被考虑的替代。我们报告说，既存在支持领先者的扭曲，也存在反对尾随者的扭曲，并且在二元选择和多选项选择中，使用反对尾随者处理的方式不同。
