Not just for consumers: context effects are fundamental to decision making.

  title={Not just for consumers: context effects are fundamental to decision making.},
  author={Jennifer Trueblood and Scott D. Brown and Andrew Heathcote and Jerome R. Busemeyer},
  journal={Psychological science},
  volume={24 6},
Context effects--preference changes that depend on the availability of other options--have attracted a great deal of attention among consumer researchers studying high-level decision tasks. In the experiments reported here, we showed that these effects also arise in simple perceptual-decision-making tasks. This finding casts doubt on explanations limited to consumer choice and high-level decisions, and it indicates that context effects may be amenable to a general explanation at the level of… CONTINUE READING

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