The examination of physiological factor on two context effects in multi-attribute decision making


This experiment used the attraction effect and compromise effect to test the influence of ingestion of sugar on reliance on intuitive, heuristic-based decision making. And also for a search of these occurrence mechanisms, we measured the eye movement and negative emotion of the subjects. In the context-dependent effect, a difficult choice between two options is swayed by the presence of a third (normatively irrelevant) alternative. Previous works showed that the attraction effect increase and the compromise effect decrease when people have depleted their mental resources performing a previous self-control task. Moreover, it is thought that the attraction effect arise for the aversion from the negative emotion which feel when the trade-off has been perceived. We replicated these findings and analyzed the eye movement and the negative emotion to test the difference of two context-dependent effects.

Back to Table of Contents