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Testing the effect of time pressure on asymmetric dominance and compromise decoys in choice

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  • Pettibone, Jonathan C.

Abstract

Dynamic, connectionist models of decision making, such as decision field theory (Roe, Busemeyer, & Townsend, 2001), propose that the effect of context on choice arises from a series of pairwise comparisons between attributes of alternatives across time. As such, they predict that limiting the amount of time to make a decision should decrease rather than increase the size of contextual effects. This prediction was tested across four levels of time pressure on both the asymmetric dominance (Huber, Payne, & Puto, 1982) and compromise (Simonson, 1989) decoy effects in choice. Overall, results supported this prediction, with both types of decoy effects found to be larger as time pressure decreased.

Suggested Citation

  • Pettibone, Jonathan C., 2012. "Testing the effect of time pressure on asymmetric dominance and compromise decoys in choice," Judgment and Decision Making, Cambridge University Press, vol. 7(4), pages 513-521, July.
    • Handle: RePEc:cup:judgdm:v:7:y:2012:i:4:p:513-521_14
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