Dynamics of choice during estimation of subjective value

► We studied choice preferences and variations in RT in a binary trials paradigm. ► In two experiments, subjects chose between two images of body wash bottles. ► We found marked and consistent individual preferences for specific stimuli. ► A regression model predicted RT based on prior exposure and...

Full description

Saved in:
Bibliographic Details
Published in:Behavioural processes 2011-05, Vol.87 (1), p.34-42
Main Authors: Robles, Elias, Roberts, Nicole A., Sanabria, Federico
Format: Article
Language:English
Subjects:
Adolescent
Adult
Attention
Choice Behavior
consumer preferences
Delay discounting
Female
hedonic scales
Humans
Male
Mathematical modeling
Models, Theoretical
perceptions (cognitive)
Preferential choice
Reaction Time
Regression Analysis
Response time
Subjective value
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:► We studied choice preferences and variations in RT in a binary trials paradigm. ► In two experiments, subjects chose between two images of body wash bottles. ► We found marked and consistent individual preferences for specific stimuli. ► A regression model predicted RT based on prior exposure and relative preference. ► Effects of exposure and preference on RT did not transfer to a new choice task. This study characterized preferential choice in binary trials and investigated intra-session variations in response time (RT). In Experiment 1, participants ( N = 77) were asked to choose the preferred of two images of body wash; all unique combinations of 19 images were presented. The results showed: (a) marked and consistent individual preferences for specific stimuli; (b) RT decreased monotonically with increasing exposure to each stimulus; (c) RT decreased exponentially as a function of relative preference ranking of the 2 images in a trial; and (d) a regression model efficiently predicted trial RT as a function of exposure and relative preference. Experiment 2 ( N = 112) explored the effect of amount of exposure on RT, and relative preference as a function of the type of choice task (a previously completed vs. a new choice task). The results showed that: (a) within a single choice task, amount of exposure and relative preference between the stimuli predicted the systematic changes in RT observed in Exp. 1; and (b) when the choice task changed, the effects of previous amount of exposure, and relative stimulus preference did not transfer to the new task.
ISSN:0376-6357
1872-8308
DOI:10.1016/j.beproc.2011.01.009