Choosing what we like vs liking what we choose: How choice-induced preference change might actually be instrumental to decision-making

• Published in: PloS one 2020-05, Vol.15 (5), p.e0231081-e0231081
• Main Authors: Lee, Douglas, Daunizeau, Jean
• Format: Article
• Language: English
• Subjects: Adolescent; Adult; Animal cognition; Biology and Life Sciences; Choice (Psychology); Choice Behavior - physiology; Cognition; Cognitive ability; Cognitive Dissonance; Confidence; Context; Decision making; Decision Making - physiology; Decision theory; Emotions - physiology; Female; Food; Food Preferences - psychology; Humans; Influence; Judgments; Life Sciences; Male; Medical imaging; Metacognition; Methods; Middle Aged; Neurons and Cognition; Novels; Personal preferences (Social sciences); Physical Sciences; Predictions; Preferences; Prejudice; Psychology and behavior; Ratings & rankings; Research and Analysis Methods; Social Sciences; Values; Young Adult
• ISSN: 1932-6203; 1932-6203
• DOI: 10.1371/journal.pone.0231081

For more than 60 years, it has been known that people report higher (lower) subjective values for items after having selected (rejected) them during a choice task. This phenomenon is coined "choice-induced preference change" or CIPC, and its established interpretation is that of "cognitive dissonance" theory. In brief, if people feel uneasy about their choice, they later convince themselves, albeit not always consciously, that the chosen (rejected) item was actually better (worse) than they had originally estimated. While this might make sense from an intuitive psychological standpoint, it is challenging from a theoretical evolutionary perspective. This is because such a cognitive mechanism might yield irrational biases, whose adaptive fitness would be unclear. In this work, we consider an alternative possibility, namely that CIPC is -at least partially- due to the refinement of option value representations that occurs while people are pondering about choice options. For example, contemplating competing possibilities during a choice may highlight aspects of the alternative options that were not considered before. In the context of difficult decisions, this would enable people to reassess option values until they reach a satisfactory level of confidence. This makes CIPC the epiphenomenal outcome of a cognitive process that is instrumental to the decision. Critically, our hypothesis implies novel predictions about how observed CIPC should relate to two specific meta-cognitive processes, namely: choice confidence and subjective certainty regarding pre-choice value judgments. We test these predictions in a behavioral experiment where participants rate the subjective value of food items both before and after choosing between equally valued items; we augment this traditional design with both reports of choice confidence and subjective certainty about value judgments. The results confirm our predictions and provide evidence that many quantitative features of CIPC (in particular: its relationship with metacognitive judgments) may be explained without ever invoking post-choice cognitive dissonance reduction explanation. We then discuss the relevance of our work in the context of the existing debate regarding the putative cognitive mechanisms underlying CIPC.