Social and Behavioral Sciences Commons^™

A Flexible Comparison Process As A Critical Mechanism For Context Effects, Andrea M. Cataldo

Doctoral Dissertations

Context effects such as the attraction, compromise, and similarity effects demonstrate that a comparison process, i.e., a method of comparing dimension values, plays an important role in choice behavior. Recent research suggests that this same comparison process, made more flexible by allowing for a variety of comparisons, may provide an elegant account of observed correlations between context effects by differentially highlighting dimension-level and alternative-level stimulus characteristics. Thus, the present experiments test the comparison process as a critical mechanism underlying context-dependent choice behavior. Experiment 1 provides evidence that increasing a dimension-level property, spread, promotes the attraction and compromise effects and reduces …