Consistency of Choice Between Equally-Valued Alternatives

Abstract

Subjects in four experiments were asked to choose between pairs of alternatives which they had previously equated in value. Within each pair, one alternative was superior on an important dimension but so inferior on a lesser dimension that this disadvantage cancelled its advantage. The majority of subjects resolved these choices by consistently selecting the alternative that was superior on the more important dimension. This result supports the contention that choices are determined by mechanisms that are easy to explain and justify to oneself and to others. Some practical implications of this contention are discussed.

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Document Details

Document Type
Technical Report
Publication Date
Nov 04, 1974
Accession Number
ADA001760

Entities

People

  • Paul Slovic

Organizations

  • Oregon Research Institute

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  • C4I
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Fields of Study

  • Psychology

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  • Brain and Cognitive Science; Experimental Psychology; Cognitive Neuroscience
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