Reversing the similarity effect: The effect of presentation format
Reversing the similarity effect: The effect of presentation format
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DOI：
10.1016/j.cognition.2018.02.003
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发表时间：
2018-06-01
期刊：
影响因子：
3.4
通讯作者：
Cohen, Andrew L.
中科院分区：
文献类型：
--
作者：
Cataldo, Andrea M.;Cohen, Andrew L.
上下文效应是在将备选项添加到选择集中时发生的偏好变化。考虑语境效应的偏好选择模型在很大程度上假设了一个维内比较过程。然而，研究表明，选择集的呈现形式会影响比较策略。也就是说，维度值的按备选项或按维度分组分别鼓励进行备选项内或维度内比较。例如，一个经典的上下文效应，妥协效应，通过按维度呈现格式来加强。从这一结果推断，第二个上下文效应，相似性效应，实际上将逆转时，刺激按尺寸格式。在目前的研究中，我们向参与者提供了一系列的公寓选择集，旨在引起相似性效应，无论是由替代品或由尺寸呈现格式。参与者在替代条件下表现出标准的相似性效应，然而，参与者在按尺寸条件下表现出强烈的反向相似性效应。目前的数据可以解释的多选择决策场理论（MDFT）和多属性线性弹道累积器（MLBA），但不消除方面（EBA）。事实上，当满足维内过程的一些弱假设时，MDFT和MLBA预测了反向相似性效应。这些建模结果表明，相似性效应是由遗忘和抑制（MDFT），或注意积极或消极的差异（MLBA）。这些结果表明，在比较过程中的灵活性需要纳入理论的偏好选择。
A context effect is a change in preference that occurs when alternatives are added to a choice set. Models of preferential choice that account for context effects largely assume a within-dimension comparison process. It has been shown, however, that the format in which a choice set is presented can influence comparison strategies. That is, a by-alternative or by-dimension grouping of the dimension values encourage within-alternative or within-dimension comparisons, respectively. For example, one classic context effect, the compromise effect, is strengthened by a by-dimension presentation format. Extrapolation from this result suggests that a second context effect, the similarity effect, will actually reverse when stimuli are presented in a by-dimension format. In the current study, we presented participants with a series of apartment choice sets designed to elicit the similarity effect, with either a by-alternative or by-dimension presentation format. Participants in the by-alternative condition demonstrated a standard similarity effect; however, participants in the by-dimension condition demonstrated a strong reverse similarity effect. The present data can be accounted for by Multialternative Decision Field Theory (MDFT) and the Multiattribute Linear Ballistic Accumulator (MLBA), but not Elimination by Aspects (EBA). Indeed, when some weak assumptions of within-dimension processes are met, MDFT and the MLBA predict the reverse similarity effect. These modeling results suggest that the similarity effect is governed by either forgetting and inhibition (MDFT), or attention to positive or negative differences (MLBA). These results demonstrate that flexibility in the comparison process needs to be incorporated into theories of preferential choice.