Do Choices Affect Preferences? Some Doubts and New Evidence
Recent research is exploring the case for choice-induced changes in preferences using the free-choice paradigm of Brehm (1956). Participants are faced with a choice between items that they have given the same rating of liking, two items at a time, and it is found that an item not chosen in one choice has a lower tendency of being chosen in a subsequent choice. This tendency is interpreted as evidence for choice-induced changes in preferences. I argue that this interpretation of the evidence is invalid. Furthermore, I report a novel experiment in which participants were specifically asked to compare the items, allowing for a consistent interpretation of the evidence. I find no evidence of choice-induced changes in preferences after a choice between items where one was viewed as more attractive than the other, but potentially some weak evidence of changes in preferences after a choice between items viewed as equally attractive.
|Date of creation:||2009|
|Date of revision:|
|Contact details of provider:|| Postal: Poschingerstrasse 5, 81679 Munich|
Phone: +49 (89) 9224-0
Fax: +49 (89) 985369
Web page: http://www.cesifo-group.de
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- M. Keith Chen, 2008.
"Rationalization and Cognitive Dissonance: Do Choices Affect or Reflect Preferences?,"
Levine's Working Paper Archive
122247000000002336, David K. Levine.
- M. Keith Chen, 2008. "Rationalization and Cognitive Dissonance: Do Choices Affect or Reflect Preferences?," Cowles Foundation Discussion Papers 1669, Cowles Foundation for Research in Economics, Yale University.
When requesting a correction, please mention this item's handle: RePEc:ces:ceswps:_2868. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Klaus Wohlrabe)
If references are entirely missing, you can add them using this form.