The Fragile Nature of Contextual Preference Reversals: Reply to Tsetsos, Chater, and Usher (2015)

• Published in: Psychological review 2015-10, Vol.122 (4), p.848-853
• Main Authors: Trueblood, Jennifer S, Brown, Scott D, Heathcote, Andrew
• Format: Article
• Language: English
• Subjects: Choice Behavior; Cognitive models; Contextual Associations; Decision Making; Decision making models; Experimental psychology; Humans; Models, Psychological; Multiple criteria decision making; Preferences
• ISSN: 0033-295X; 1939-1471
• DOI: 10.1037/a0039656

Trueblood, Brown, and Heathcote (2014) developed a new model, called the multiattribute linear ballistic accumulator (MLBA), to explain contextual preference reversals in multialternative choice. MLBA was shown to provide good accounts of human behavior through both qualitative analyses and quantitative fitting of choice data. Tsetsos, Chater, and Usher (2015) investigated the ability of MLBA to simultaneously capture 3 prominent context effects (attraction, compromise, and similarity). They concluded that MLBA must set a "fine balance" of competing forces to account for all 3 effects simultaneously and that its predictions are sensitive to the position of the stimuli in the attribute space. Through a new experiment, we show that the 3 effects are very fragile and that only a small subset of people shows all 3 simultaneously. Thus, the predictions that Tsetsos et al. generated from the MLBA model turn out to match closely real data in a new experiment. Support for these predictions provides strong evidence for the MLBA. A corollary is that a model that can "robustly" capture all 3 effects simultaneously is not necessarily a good model. Rather, a good model captures patterns found in human data, but cannot accommodate patterns that are not found.