The influence of unique features and direction of comparison of preferences

When the best appears to be saved for last: Serial position effects on choice

“…Although similar patterns have been documented (Bruine de Bruin, 2005, 2006Bruine de Bruin & Keren, 2003), these effects appear to be produced by explicit comparisons between shared and unique features that are likely to be more relevant when such features are clearly and saliently known and only when direct analytical comparisons are possible (Dhar & Sherman, 1996;Houston et al, 1989). The regressive evaluation mechanism we document expands these findings to a wider range of choices that require neither decomposable traits nor direct comparisons to function.…”

“…In particular, this research demonstrates that people tend to compare choice options based on unique features rather than on shared features. A series of options with uniquely negative features will therefore become progressively less desirable across the sequence of options whereas options that have uniquely positive features will become progressively more desirable across the sequence (Bruine de Bruin, 2005, 2006Bruine de Bruin & Keren, 2003;Dhar & Sherman, 1996;Hodges, 1997;Houston, Sherman, & Baker, 1989;Mantel & Kardes, 1999). For example, Bruine de Bruin and Keren (2003) presented participants with lists of traits describing three different apartments.…”

Strength of Preference and Effects of Valence in the Domains of Gains and Losses

“…In addition, the output. The rationale for this principle is that the Houston, Sherman, and Baker (1989) analyzed the efcharacteristics of the task and the response scale prime fects of stimulus presentation on preferential choice, the most compatible features of the stimulus.'' (Tverand their data were explained by differential weighting sky, Sattath, & Slovic, 1988, p. 376 Houston et al hypothesized line of argument and showed that strength of preferthat the unique features of the subject receive greater ence ratings were in agreement with the compatibility weight than the unique features of the target.…”

Mood and Comparative Judgment: Does Mood Influence Everything and Finally Nothing?

“…Rather, they are likely to wait until the features of the comparison object are also known in order to evaluate the features in a relative sense. Moreover, to the extent that they defer their judgment, they are likely to begin by considering the most recently encountered option-the last option-as it is more salient and accessible from memory than the preceding option(s) (see Houston, Sherman, and Baker [1989] for a discussion of a similar process; also see Wang and Wyer [2002]). …”