Advanced

Choice Blindness and Preference Change: You Will Like This Paper Better If You (Believe You) Chose to Read It!

Johansson, Petter LU ; Hall, Lars LU ; Tärning, Betty LU ; Sikström, Sverker LU and Chater, Nick (2014) In Journal of Behavioral Decision Making 27(3). p.281-289
Abstract
Choice blindness is the finding that participants both often fail to notice mismatches between their decisions and the outcome of their choice and, in addition, endorse the opposite of their chosen alternative. But do these preference reversals also carry over to future choices and ratings? To investigate this question, we gave participants the task of choosing which of a pair of faces they found most attractive. Unknown to them, we sometimes used a card trick to exchange one face for the other. Both decision theory and common sense strongly suggest that most people would easily notice such a radical change in the outcome of a choice. But that was not the case: no more than a third of the exchanges were detected by the participants. We... (More)
Choice blindness is the finding that participants both often fail to notice mismatches between their decisions and the outcome of their choice and, in addition, endorse the opposite of their chosen alternative. But do these preference reversals also carry over to future choices and ratings? To investigate this question, we gave participants the task of choosing which of a pair of faces they found most attractive. Unknown to them, we sometimes used a card trick to exchange one face for the other. Both decision theory and common sense strongly suggest that most people would easily notice such a radical change in the outcome of a choice. But that was not the case: no more than a third of the exchanges were detected by the participants. We also included a second round of choices using the same face pairs, and two stages of post-choice attractiveness ratings of the faces. This way we were able to measure preference strength both as choice consistency and by looking at measures of rating differences between chosen and rejected options. We found that the initially rejected faces were chosen more frequently in the second choice, and the perceived attractiveness of these faces was increased even in uncoupled individual ratings at the end of the experiment. This result is discussed in relation to Chen and Risen's recent criticism of the Free Choice Paradigm, as it shows that choices can affect future preferences. Copyright (c) 2013 John Wiley & Sons, Ltd. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
the free choice debate, through choice, preference change, choice blindness, decision making
in
Journal of Behavioral Decision Making
volume
27
issue
3
pages
281 - 289
publisher
John Wiley & Sons
external identifiers
  • wos:000337967600009
  • scopus:84902811906
ISSN
1099-0771
DOI
10.1002/bdm.1807
language
English
LU publication?
yes
id
ee6cbac5-371d-43cd-bd17-309d5cc937ba (old id 4608967)
date added to LUP
2014-08-28 16:40:48
date last changed
2017-07-23 03:09:05
@article{ee6cbac5-371d-43cd-bd17-309d5cc937ba,
  abstract     = {Choice blindness is the finding that participants both often fail to notice mismatches between their decisions and the outcome of their choice and, in addition, endorse the opposite of their chosen alternative. But do these preference reversals also carry over to future choices and ratings? To investigate this question, we gave participants the task of choosing which of a pair of faces they found most attractive. Unknown to them, we sometimes used a card trick to exchange one face for the other. Both decision theory and common sense strongly suggest that most people would easily notice such a radical change in the outcome of a choice. But that was not the case: no more than a third of the exchanges were detected by the participants. We also included a second round of choices using the same face pairs, and two stages of post-choice attractiveness ratings of the faces. This way we were able to measure preference strength both as choice consistency and by looking at measures of rating differences between chosen and rejected options. We found that the initially rejected faces were chosen more frequently in the second choice, and the perceived attractiveness of these faces was increased even in uncoupled individual ratings at the end of the experiment. This result is discussed in relation to Chen and Risen's recent criticism of the Free Choice Paradigm, as it shows that choices can affect future preferences. Copyright (c) 2013 John Wiley & Sons, Ltd.},
  author       = {Johansson, Petter and Hall, Lars and Tärning, Betty and Sikström, Sverker and Chater, Nick},
  issn         = {1099-0771},
  keyword      = {the free choice debate,through choice,preference change,choice blindness,decision making},
  language     = {eng},
  number       = {3},
  pages        = {281--289},
  publisher    = {John Wiley & Sons},
  series       = {Journal of Behavioral Decision Making},
  title        = {Choice Blindness and Preference Change: You Will Like This Paper Better If You (Believe You) Chose to Read It!},
  url          = {http://dx.doi.org/10.1002/bdm.1807},
  volume       = {27},
  year         = {2014},
}