Sequential effects in preference decision: Prior preference assimilates current preference

An important factor affecting preference formation is the context in which that preference decision takes place. The current research examined whether one's preference formed for a previously presented stimulus influences the processing of a subsequent preference decision, henceforth referred t...

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Bibliographic Details
Published in:PloS one 2017-08, Vol.12 (8), p.e0182442-e0182442
Main Authors: Chang, Seah, Kim, Chai-Youn, Cho, Yang Seok
Format: Article
Language:English
Subjects:
Adult
Aesthetics
Art galleries & museums
Assimilation
Biology and Life Sciences
Choice Behavior
Cognition & reasoning
Computer and Information Sciences
Decision making
Developmental psychology
Emotions
Engineering and Technology
Experimental psychology
Female
Humans
Influence
Information processing
Judgments
Male
Medicine and Health Sciences
Methods
Physical Sciences
Psychological aspects
Research and Analysis Methods
Response bias
Social psychology
Social Sciences
Studies
Visual Perception - physiology
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Summary:An important factor affecting preference formation is the context in which that preference decision takes place. The current research examined whether one's preference formed for a previously presented stimulus influences the processing of a subsequent preference decision, henceforth referred to as the preference sequence effect. Using a novel sequential rating/judgment paradigm, the present study demonstrated the presence of a preference sequence effect using artistic photographs and face stimuli: A neutral stimulus was preferred more following a preferable stimulus than a less preferable stimulus. Furthermore, a similar trend was found even when the potential influence of response bias was controlled. These results suggest that an assimilative sequential effect exists even when sequential judgments are made solely based on one's subjective feeling; preference formed for a preceding stimulus modulates preference for a subsequent stimulus. This implies the need for a consideration of trial sequence as a factor creating a psychological context affecting the subsequent preference decisions.
ISSN:1932-6203
1932-6203
DOI:10.1371/journal.pone.0182442