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Liking Goes With Liking: An Intuitive Congruence Between Preference and Prominence

Coby Morvinski,On Amir

Published 2017 in Journal of Experimental Psychology. Learning, Memory and Cognition

ABSTRACT

In a series of 8 experiments, we demonstrate the existence of a “labeling effect” wherein people intuitively relate preferred choices to prominently labeled cues (such as heads as opposed to tails in a coin toss) and vice versa. Importantly, the observed congruence is asymmetric—it does not manifest for nonprominent cues and nonpreferred choices. This is because the congruence is driven by a process of evaluative matching: prominent cues are liked, but nonprominent cues are neutral or at most slightly negative in contrast. When we test prominent, yet truly negatively labeled cues, we indeed find a matching with less liked products. We discuss the theoretical contributions to the study of preferences and decision making, as well as demonstrate the practical implications to researchers and practitioners by using this process to assess intuitive preferences and reduce the compromise effect.

PUBLICATION RECORD

  • Publication year

    2017

  • Venue

    Journal of Experimental Psychology. Learning, Memory and Cognition

  • Publication date

    2017-06-24

  • Fields of study

    Mathematics, Medicine, Psychology

  • Identifiers
    DOI 10.1037/xlm0000471PMID 29578737
  • External record

    Open on Semantic Scholar

  • Source metadata

    Semantic Scholar, PubMed

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