Effects of Differential Instructions on Value and Cost as Determiners of Decision

Abstract

By means of differential instructions the present experiment attempted to vary attention, a variable which an earlier study suggests is related to the effectiveness of cost and value in determining decision. The previous instructions inadvertently emphasized cost over value. In the current procedure, cost and value are given equal instructional emphasis in Group I, while value receives greater emphasis in Group II. The prediction that value will be a more effective determiner of decision in Group I than in Group II was confirmed.

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