Prominence in Multi-Attribute Choice: A Drift Diffusion Analysis

AbstractWe use hierarchical drift diffusion models to investigate the effect of prominence in two-alternative multi-attribute preferential choice. We find that two types of prominence effects, option-based and attribute-based, both increase choice probabilities for options favored by prominence. However, model fits suggest that the two effects work through different mechanisms. Altering choice option prominence leads to a response bias for the prominent option, whereas altering attribute prominence leads to an evaluation bias for the option that is dominant on the prominent attribute. Our results illustrate how seemingly identical contextual factors can be distinguished with the use of drift-diffusion modelling.

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