Bhatia, Sudeep and Mullett, Timothy L. (2018) Similarity and decision time in preferential choice. Quarterly Journal of Experimental Psychology . doi:10.1177/1747021818763054

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Abstract

Choice option similarity is a key contextual variable in multiattribute choice. Based on theories of preference accumulation, we predicted that decision times would be longer when the available choice options were similar compared with when they were dissimilar, controlling for the relative desirabilities of the options. We tested for the relationship between similarity and decision time in an experiment involving incentivised binary choices between items of equivalent desirability and found that our predictions were confirmed. Our results show how the effects of contextual factors on key decision variables can be accurately predicted by existing computational theories of decision-making.

Item Type:	Journal Article
Subjects:	B Philosophy. Psychology. Religion > BF Psychology
Divisions:	Faculty of Social Sciences > Warwick Business School > Behavioural Science Faculty of Science > Psychology
Journal or Publication Title:	Quarterly Journal of Experimental Psychology
Publisher:	Taylor & Francis
ISSN:	1747-0218
Official Date:	16 March 2018
Dates:	Date Event 16 March 2018 Published 11 February 2018 Accepted
Date of first compliant deposit:	11 May 2018
DOI:	10.1177/1747021818763054
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Open Access
Funder:	Economic and Social Research Council (Great Britain) (ESRC)
Grant number:	ES/N018192/1, ES/K002201/1

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