Testing models of trade-off contrast in pairwise choice.

Abstract

In three experiments, students completed sets of three pairwise choices in each of several domains. The first two pairs in each set were contextual pairs, and the third was the target pair. Context was manipulated by widening the range of values on one dimension and narrowing it on the second dimension. Consistent with previous research, participants on target trials more often chose the alternative whose poorer value was on the widened dimension. Four models explained this effect as (a) decreased weighting of the wide dimension, (b) contextual shift in values, (c) a tendency to equalize responses, or (d) a tendency to add value based on dominance relationships. Path models provided evidence against weight change and response equalization, and manipulation of dominance did not reduce the effect. Results supported the value-shift explanation of trade-off contrast. When choosing between multiattribute alternatives, one is faced with the problem of having to make trade-offs between values on different attributes. For example, imagine a choice between two cars that differ primarily on the dimensions of gas mileage and safety features. Would you choose the car

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