This prediction has been supported empirically using eye movements. Therefore, according to the MDbS model, the duration of comparison between them would be longer. In our example, the decoy (a medium-sized popcorn which costs $7) and the target (a large-sized popcorn which costs $6.5) options are the most similar pair on both attributes (size and cost) between the three available pairs. Importantly, the more similar the attributes of different options are, the more time the observer would spend comparing between them. According to one of these sequential sampling models, the multi-alternative decision by sampling (MDbS) model, the accumulation of the evidence is made by pairwise comparisons on a single attribute. Specifically, many suggested computational models use the notion that people accumulate evidence for alternatives over time, and make a choice when the evidence reaches a decision criterion. Several explanations have been proposed to account for the change in preference induced by different context effects. Understanding the mechanisms which allow context to influence our valuation and choice processes can shed light on human choice mechanisms in general, and the generation of values in a complex environment in particular. Although context is an integral part of our decision-making process, the mechanisms underlying these phenomena are still unclear. asymmetries in valuation of gains and losses) demonstrate the importance of the specific context that is experienced by the decision maker during choice to the valuation process. These various decoy effects and other related context-dependent phenomena, such as framing effects (e.g. These include the independence of irrelevant alternatives (IIA) axiom (the introduction of an irrelevant option to a choice set should not change the preference between existing options and the regularity principle. The attraction effect, as well as other decoy effects, such as the similarity and compromise effects, violate integral axioms of normative theories of choice. Numerous experiments have shown that the presence of such a decoy in the choice set shifts preferences toward the target option. Under these circumstances, the decoy is asymmetrically dominated, since it is inferior to the target option in both attributes (size and price), but inferior to the competitor in only one attribute (price). Now imagine a third option of popcorn that is medium-sized and costs $7 ( decoy). The small-size option is better in one attribute (price), while the large-size option is better on the other attribute (size). In this scenario, no option has a clear advantage over the other. Suppose you are choosing between a small-sized popcorn that is relatively cheap and costs only $3 ( competitor) and a large-sized one which costs $6.5 ( target). A well-known example of the effect of spatial context is the attraction effect. Other available or unavailable alternatives in the current environment of the choice set are considered spatial context. Moreover, this suggests that the mechanism underlying the attraction effect is related to grouping by proximity with attention as a mediator.Īll of our decisions, from simple ones like the size of the popcorn we choose to buy in the cinema to more complicated ones like choosing our life partner, are influenced by other available alternatives (as well as unavailable ones) in the environment. These results demonstrate a within-subject relation between a perceptual phenomenon (proximity law) and a value-based bias ( attraction effect) which further strengthens the notion of common rules between perceptual and value-based processing. Comparing the behavioral sensitivity of each subject in both tasks, we found that the more susceptible a subject is to the proximity law, the more she displayed the attraction effect. We conducted one study followed by an additional pre-registered replication study, where subjects performed a Gestalt-psychophysical task and a decoy task. Then, we aim to use this link to better understand the mechanisms underlying the attraction effect. In this study, we examine a within-subject relation between the attraction effect, which is a well-known effect of context on preferential choice, and the Gestalt law of proximity. However, the mechanisms which allow context to influence our choice process as well as the extent of the similarity between the perceptual and preferential processes are still unclear. For instance, both perceptual and value-based choices are highly influenced by the context in which the choices are made. Previous studies have suggested that there are common mechanisms between perceptual and value-based processes.
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