Makarina Nadiia, Hübner Ronald, Florack Arnd
Department of Psychology, University of Konstanz, Konstanz, Germany.
Graduate School of Decision Sciences, University of Konstanz, Konstanz, Germany.
Front Psychol. 2019 Sep 25;10:2086. doi: 10.3389/fpsyg.2019.02086. eCollection 2019.
It is usually assumed that individuals base their preferences for products or other items on the utility or value associated with the items. However, there is evidence that the attentional selection of an item alone already modulates the preference for that item. This has been shown, for instance, in preference choice tasks with unknown consumer products. Products that served as targets in a preceding visual search task were preferred to former distractor products. However, it is unclear whether such effects can also be observed when individuals have pre-existing attitudes toward products and whether attentional selection can change the perceived value of products. Hence, the aim of the present research was to replicate the attentional-selection effect on choice with known products and examine whether selective attention affects the perceived value of products beyond choosing the items. In two experiments, we replicated the attentional-selection effect on item preference in a choice task. Items that had served as targets in the search task were preferred to previous distractors. Introducing a response deadline in the preference-choice task in Experiment 2 did not further increase this effect. However, the value of former targets was rated higher than that of former distractors. Hence, the present results indicate that attentional selection not only affects preference choices but can also increase the value of attended and selected items.
通常认为，个体对产品或其他物品的偏好基于与这些物品相关的效用或价值。然而，有证据表明，仅仅对某一物品的注意力选择就已经调节了对该物品的偏好。例如，在涉及未知消费产品的偏好选择任务中就已表明了这一点。在先前视觉搜索任务中作为目标的产品比之前的干扰产品更受青睐。然而，当个体对产品已有既定态度时，是否也能观察到这种效应，以及注意力选择是否会改变产品的感知价值，目前尚不清楚。因此，本研究的目的是在已知产品的情况下复制注意力选择对选择的影响，并检验选择性注意是否会在选择物品之外影响产品的感知价值。在两项实验中，我们在选择任务中复制了注意力选择对物品偏好的影响。在搜索任务中作为目标的物品比之前的干扰物更受青睐。在实验2的偏好选择任务中引入反应截止时间并没有进一步增强这种效应。然而，之前目标的价值被评定得高于之前干扰物的价值。因此，目前的结果表明，注意力选择不仅会影响偏好选择，还会提高被关注和选择物品的价值。
