Harrisburg University of Science and Technology, Harrisburg, Pennsylvania, United States of America.
Technion-Israel Institute of Technology, Haifa, Israel.
PLoS One. 2019 Mar 25;14(3):e0214098. doi: 10.1371/journal.pone.0214098. eCollection 2019.
In two studies we provide a novel investigation into the effects of monetary switching costs on choice-inertia (i.e., selection of the same option on consecutive choices). Study 1 employed a static decisions-from-feedback task and found that the introduction of, as well as larger, monetary switching costs led to increases in choice-inertia. While experience and decreases in the similarity of options average payouts (expected value: EV) increased choice-inertia for the option with a higher EV (the EV maximizing option), switching costs increased choice-inertia for the inferior option (the lower EV option): The proportion of total participants showing choice-inertia for the EV maximizing option also increased with switching costs. Study 2 employed a dynamic decisions-from-feedback task where halfway through the task the EV maximizing option became the inferior option. The effect of switching costs increasing choice-inertia for both the EV maximizing and the inferior option was replicated with little impact of the change in options values being detected. In sum, decision makers appear to be sensitive to switching costs, and this sensitivity can bias them towards inferior or superior options, revealing the good and the bad of choice-inertia.
在两项研究中，我们对货币转换成本对选择惯性（即在连续选择中选择相同选项）的影响进行了新的研究。研究 1 采用了静态决策反馈任务，发现引入和增加货币转换成本会导致选择惯性增加。而经验和选项平均支付（预期价值：EV）的相似性降低会增加高 EV 选项（最大化 EV 选项）的选择惯性，而转换成本则会增加低 EV 选项（低 EV 选项）的选择惯性：表现出对最大化 EV 选项的选择惯性的总参与者比例也随着转换成本的增加而增加。研究 2 采用了动态决策反馈任务，在任务进行到一半时，最大化 EV 的选项变成了低 EV 的选项。转换成本增加了对最大化 EV 选项和低 EV 选项的选择惯性的影响，而选项价值的变化几乎没有影响。总之，决策者似乎对货币转换成本很敏感，这种敏感性会使他们偏向于低 EV 或高 EV 的选项，从而揭示了选择惯性的优缺点。
