Order effects in sequentially judged options due to the direction of comparison
Order effects in sequentially judged options due to the direction of comparison
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DOI：
10.1016/s0749-5978(03)00080-3
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发表时间：
2003-09-01
影响因子：
4.6
通讯作者：
Keren, G
中科院分区：
文献类型：
--
作者：
de Bruin, WB;Keren, G
许多现实世界的判断任务都是按顺序呈现选项的。通常情况下，这些判断是一步一步地做出的，在考虑每个选项之后立即做出，或者在所有选项都被看到之后做出。由于比较的方向，我们在这两个程序中报告了类似的顺序效应。似乎法官通过将每个新选项与之前的选项进行比较来形成对该选项的印象，并将该选项的特征作为“检查表”，对独特的选项给予更多的权重，而不是与之前的选项共享的选项。这种单向的比较过程会使具有独特正面特征的选项的评级增加，而当选项具有独特负面特征时，评级会降低。通过操纵多重比较的障碍，我们表明，方向的比较效果不仅限于判断任务与顺序呈现。即使同时呈现的选项也可能显示顺序效应，如果它们是在一个时间序列中被判断的话。可能的解释和影响进行了讨论。(C)2003年爱思唯尔公司All rights reserved.
Many real-world judgment tasks present options in sequence. Typically, these judgments are made step-by-step, immediately after considering each option, or end-of-sequence, after all have been seen. We report similar order effects in both procedures, due to direction of comparison. It appears that judges form an impression of each new option by comparing it to those that preceded it. Using that option's features as a "checklist," more weight is given to unique ones than to ones shared with previous options. This unidirectional comparison process produces increasing ratings in options with unique positive features, and decreasing ratings when options have unique negative features. By manipulating the barriers to making multiple comparisons, we show that the direction-of-comparison effect is not limited to judgment tasks with sequential presentation. Even simultaneously presented options may show order effects, if they are judged one at a time-in sequence. Possible explanations and implications are discussed. (C) 2003 Elsevier Inc. All rights reserved.