Abstract
We present a new experimental paradigm where choice-induced preference change is measured for alternatives which are never compared directly, but rather confronted with other alternatives in a way which keeps choices predictable without exogenously manipulating them. This implicit-choice design improves on the free-choice paradigm, avoiding the recently criticized selection bias. Rating and ranking spreads in two experiments show that preference-based choices feed back into and alter preferences even if choices are not directly among similarly evaluated alternatives. In agreement with recent brain-imaging evidence, response time measurements for direct choice pairs in our experiments indicate that reappraisal processes are already triggered during decision making, with larger post-choice spreads (sharper attitude change) being associated to quicker decisions.
Original language | English (US) |
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Pages (from-to) | 1336-1342 |
Number of pages | 7 |
Journal | Journal of Experimental Social Psychology |
Volume | 48 |
Issue number | 6 |
DOIs | |
State | Published - Nov 2012 |
Keywords
- Choice
- Cognitive dissonance
- Free-choice paradigm
- Preference
- Response time
ASJC Scopus subject areas
- Social Psychology
- Sociology and Political Science