Chang Seah, Kim Chai-Youn, Cho Yang Seok
Department of Psychology, Korea University, Seoul, Korea.
PLoS One. 2017 Aug 17;12(8):e0182442. doi: 10.1371/journal.pone.0182442. eCollection 2017.
An important factor affecting preference formation is the context in which that preference decision takes place. The current research examined whether one's preference formed for a previously presented stimulus influences the processing of a subsequent preference decision, henceforth referred to as the preference sequence effect. Using a novel sequential rating/judgment paradigm, the present study demonstrated the presence of a preference sequence effect using artistic photographs and face stimuli: A neutral stimulus was preferred more following a preferable stimulus than a less preferable stimulus. Furthermore, a similar trend was found even when the potential influence of response bias was controlled. These results suggest that an assimilative sequential effect exists even when sequential judgments are made solely based on one's subjective feeling; preference formed for a preceding stimulus modulates preference for a subsequent stimulus. This implies the need for a consideration of trial sequence as a factor creating a psychological context affecting the subsequent preference decisions.
影响偏好形成的一个重要因素是做出该偏好决定时的背景。当前的研究考察了个体对先前呈现刺激形成的偏好是否会影响后续偏好决定的处理过程，此即偏好序列效应。本研究采用一种新颖的顺序评分/判断范式，利用艺术照片和面部刺激证明了偏好序列效应的存在：与较不偏好的刺激相比，在偏好性刺激之后，中性刺激更受青睐。此外，即使控制了反应偏差的潜在影响，也发现了类似的趋势。这些结果表明，即使顺序判断仅基于个体主观感受，同化性顺序效应依然存在；对先前刺激形成的偏好会调节对后续刺激的偏好。这意味着需要将试验顺序视为一个影响后续偏好决定的心理背景的因素加以考虑。
