Choice Bolstering Changes Attribute Importance and Affects Future Choices

IF 1.8 3区 心理学 Q3 PSYCHOLOGY, APPLIED Journal of Behavioral Decision Making Pub Date : 2024-08-08 DOI:10.1002/bdm.2401
Martin R. Zemborain, Gita Venkataramani Johar, Anne L. Roggeveen, Asim Ansari
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Abstract

Prior research has established that decision-makers engage in a bolstering process by magnifying the value of a previously made choice in order to justify their choices. The current research examines the impact of bolstering on attribute importance weights and future choices. Experiments 1 and 2 demonstrate that after making a choice between a priori comparable options, consumers prefer attributes (e.g., sunlight in an apartment) that they associate with positive features of their chosen option (lot of sunlight) more than attributes they associate (a) with negative features of their chosen option or (b) with positive features of their nonchosen option. These postchoice associations and altered attribute importance weights drive subsequent preferences. In an incentive-compatible study, Experiment 3 demonstrates that bolstering goes beyond choice justification and impacts subsequent choice. After an initial choice, participants choose new products that have positive features consistent with their original chosen option rather than products with positive features consistent with their original nonchosen option. This research contributes to the literature on preference construction by examining the impact of justification for one's previous choices on constructed attribute preferences and subsequent choices.

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选择支撑改变属性重要性并影响未来选择
先前的研究已经证实,决策者会通过放大先前所做选择的价值来证明自己的选择是正确的,从而参与支持过程。当前的研究探讨了 "支持 "对属性重要性权重和未来选择的影响。实验 1 和 2 表明,在对先验可比选项做出选择后,消费者更偏好与所选选项(大量阳光)的积极特征相关联的属性(如公寓中的阳光),而不是与(a)所选选项的消极特征或(b)非所选选项的积极特征相关联的属性。这些选择后的联想和属性重要性权重的改变推动了随后的偏好。在一项与激励相容的研究中,实验 3 证明了支持超出了选择理由的范围,并影响了后续选择。在最初的选择之后,参与者会选择具有与其最初选择一致的积极特征的新产品,而不是具有与其最初非选择一致的积极特征的产品。这项研究通过考察一个人之前选择的合理性对构建属性偏好和后续选择的影响,为偏好构建方面的文献做出了贡献。
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来源期刊
CiteScore
4.40
自引率
5.00%
发文量
40
期刊介绍: The Journal of Behavioral Decision Making is a multidisciplinary journal with a broad base of content and style. It publishes original empirical reports, critical review papers, theoretical analyses and methodological contributions. The Journal also features book, software and decision aiding technique reviews, abstracts of important articles published elsewhere and teaching suggestions. The objective of the Journal is to present and stimulate behavioral research on decision making and to provide a forum for the evaluation of complementary, contrasting and conflicting perspectives. These perspectives include psychology, management science, sociology, political science and economics. Studies of behavioral decision making in naturalistic and applied settings are encouraged.
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