Voigt Katharina, Murawski Carsten, Bode Stefan
Melbourne School of Psychological Sciences, The University of Melbourne.
Department of Finance, The University of Melbourne.
J Exp Psychol Learn Mem Cogn. 2017 Dec;43(12):1872-1882. doi: 10.1037/xlm0000415. Epub 2017 May 15.
Standard decision theory assumes that choices result from stable preferences. This position has been challenged by claims that the act of choosing between goods may alter preferences. To test this claim, we investigated in three experiments whether choices between equally valued snack food items can systematically shape preferences. We directly assessed changes in participants' willingness-to-pay for these items, some of which could be bought at an auction after the experiment, while others could not. We found that chosen items were valued higher, and nonchosen items were valued lower; yet this postdecisional refinement of preferences was only observed for choices and valuations that were relevant, that is, incentive-compatible for items that were available for consumption. Supplementary analyses revealed that incentive-incompatible elicitations of preferences were unreliable and may have masked potential effects of choices on preferences. In conclusion, we propose that preferences can change endogenously, that is, in the absence of external feedback or information, but rather as a function of previous relevant choices. (PsycINFO Database Record
标准决策理论假设选择源于稳定的偏好。这一观点受到了如下主张的挑战：在商品之间进行选择的行为可能会改变偏好。为了验证这一主张，我们在三项实验中研究了在同等价值的休闲食品之间进行选择是否会系统性地塑造偏好。我们直接评估了参与者为这些商品支付意愿的变化，其中一些商品在实验结束后可以通过拍卖购得，而另一些则不能。我们发现，被选中的商品估值更高，未被选中的商品估值更低；然而，这种决策后偏好的细化仅在相关的选择和估值中观察到，也就是说，对于可供消费的商品，激励是相容的。补充分析表明，激励不相容的偏好诱导是不可靠的，可能掩盖了选择对偏好的潜在影响。总之，我们提出偏好可以内生地改变，也就是说，在没有外部反馈或信息的情况下，而是作为先前相关选择的函数。（PsycINFO数据库记录）
