The Mutual Influence of Categorization and Choice

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The mutual influence of categorization and choiceAbstractPeople form preferences for objects and events in the world. The present research explores how people come to learn about categories of objects and events in the world when forming preferences about them, and how what is learned about these objects and events affects what people prefer. The studies focus on the role of analogies in decision making about highly unfamiliar objects. In addition, they examine how people's background knowledge and motivation affect choices and learning about new members of known categories. This work has implications for many real-world situations in which people learn about the options in the process of forming preferences such as voting and selection of consumer products.