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Vol.32 No.2

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The Influence of Choice Attributes on Choice Induced Preference Change

The Korean Journal of Cognitive and Biological Psychology / The Korean Journal of Cognitive and Biological Psychology, (P)1226-9654; (E)2733-466X
2020, v.32 no.2, pp.189-195
https://doi.org/10.22172/cogbio.2020.32.2.005


& (2020). The Influence of Choice Attributes on Choice Induced Preference Change. The Korean Journal of Cognitive and Biological Psychology, 32(2), 189-195, https://doi.org/10.22172/cogbio.2020.32.2.005

Abstract

Choice induced preference change (CIPC) is a phenomenon in which self-reported preference increases or decreases for chosen vs. rejected options, respectively. Some researchers argue that the mere act of choosing leads to preference changes, based on the observation of CIPC even after making a blind choice. We tested the hypothesis that CIPC occurs only after a preference-based choice, rather than any choice. During the experiment, participants first rated their preference for each face stimuli. Then, they were asked to make a choice between two faces that had been rated similarly. Two kinds of choice tasks were contrasted; preference-based choice vs. preference-excluded choice task. Next, participants rated their preference for each face for the second time. In addition, memory was tested at the end in order to examine whether the degree of CIPC differs for remembered or forgotten choices. As a result, CIPC was observed only in the preference-based choice condition. Our findings suggest that CIPC occurs only for choices that reflect subjective preference. Furthermore, CIPC was not influenced by memory which may be due to the usage of face stimuli which can be harder to verbalize or remember.

keywords
선택 후 선호도 변화, 인지부조화, 기억, 얼굴, 선호, 의사 결정, choice-induced preference change, cognitive dissonance, memory, face, preference, decision making

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