The construal level theory and the dual process theory in multi-attribute decision making: An empirical examination


The compromise effect and attraction effect are examples of irrational choice in multi-attribute decision making. Their underlying mechanisms are assumed to be differences in the trade-off structure of each choice set. Recent research on the construal level theory showed that a high construal level decreases the compromise effect, but increases the attraction effect. Further, studies on the dual process theory showed that the depletion of participants’ cognitive resources increases the attraction effect, but eliminates the compromise effect. It is therefore important to examine compensatory (or uncompensatory) information search based on trade-off structure in these context effects. We examined the influence of the construal level of participants’ choices and the depletion of participants’ cognitive resources for the above two context effects. Furthermore, we analyzed eye movements as a measure of the information search process, to examine the relationship between the construal level theory and dual process theory.

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