Goal-based construction of preferences: Task goals and the prominence effect
Goal-based construction of preferences: Task goals and the prominence effect
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DOI：
10.1287/mnsc.45.8.1057
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发表时间：
1999-08-01
影响因子：
5.4
通讯作者：
Zauberman, G
中科院分区：
文献类型：
--
作者：
Fischer, GW;Carmon, Z;Zauberman, G
从选择中推断出的偏好比从匹配（直接权衡）判断中推断出的偏好更有可能倾向于在突出（最重要或最突出）属性方面更优越的选择。这种突出效应违反了理性选择的标准模型，并使衡量偏好的任务复杂化。在本文中，我们提出了一个关于突出效应的新的任务-目标假设：突出属性在以区分选项为目标的任务中比在以相等选项为目标的任务中获得更多的权重。我们使用这一假设将突出效应推广到选择和匹配之外的几个额外任务，包括决策分析中广泛使用的基于选择的匹配和差异比较方法。三项研究的结果有力地支持了任务山羊对显著效应的解释，并对相互竞争的解释提出了质疑。我们将讨论这些发现对描述性决策理论和决策分析、公共政策和市场营销中的偏好测量的影响。
Preferences inferred from choice are more likely to favor the alternative that is superior with respect to the prominent (most important or salient) attribute than are preferences inferred from matching (direct tradeoff) judgments. This prominence effect violates standard models of rational choice and complicates the task of measuring preferences. In this article, we propose a new task-goal hypothesis regarding the prominence effect: The prominent attribute receives more weight in tasks whose goal is to differentiate among options than in tasks whose goal is to equate options. We use this hypothesis to generalize the prominence effect beyond choice and matching to several additional tasks, including the choice-based matching and difference comparison methods that are widely employed in decision analysis. The results of three studies provide strong support for the task-goat account of the prominence effect and cast doubt on competing explanations. We discuss the implications of these findings for descriptive decision theory and for preference measurement in decision analysis, public policy, and marketing.