When Matching up Features Messes up Decisions: The Role of Feature Matching in Successive Choices
نویسنده
چکیده
Two studies examined feature matching in successive judgments. College students in both studies read about 2 apartments with shared positive and unique negative features, and 1 less globally positive apartment with all unique features. In the feature-cancellation condition, participants first saw the shared-features apartments together and then saw the all-unique apartment. In the no-cancellation condition, participants first saw 1 shared-features apartment and the all-unique apartment together and then saw the other shared-features apartment. Shared-features apartments were rated higher when they were not seen together. The all-unique apartment was rated higher when it was seen last, when the first 2 apartments' shared features canceled out. Study 2 replicated Study 1 and also demonstrated that 2 additional variables failed to moderate the effect. Memory measures suggest that shared features are paired up as an organizational strategy.
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