Abstract

Choice-induced preference change (CIPC) refers to a change in one’s preference after making a choice. The present experiment is the first to examine whether a similar phenomenon occurs after non-preference based choices, such as in perceptual judgments. In the first phase, participants rated the perceived degree of morphing for each face stimulus. Next, two faces that had been rated similarly were presented side by side and participants were asked to choose the face which seemed to have been morphed to a greater degree. Lastly, participants re-evaluated the perceived degree of morphing for each face again. The results showed that the ratings of chosen faces increased whereas those of rejected faces decreased. The present study suggests that CIPC may not be limited to preference-based choices, but may be generalized to non-preference based decision making as in perceptual judgments and choices.