The Judgment-Choice Discrepancy: Non-Compatibility or Restructuring?

Montgomery, H., Selart, M., Gärling, T., & Lindberg, E. (1994). The judgment-choice discrepancy: Non-compatibility or restructuring? Journal of Behavioral Decision Making, 7, 144-155.

12 Pages Posted: 28 Sep 2012

See all articles by Henry Montgomery

Henry Montgomery

University of Gothenburg - Department of Psychology

Marcus Selart

Norwegian School of Economics (NHH) - Department of Strategy and Management

Tommy Garling

University of Gothenburg

Erik Lindberg

Uppsala University

Date Written: September 28, 2012

Abstract

The study examines the relative merits of a noncompatibility and a restructuring explanation of the recurrent empirical finding that a prominent attribute looms larger in choices than in judgments. Pairs of equally attractive options were presented to 72 undergraduates who were assigned to six conditions in which they performed (1) only preference judgments or choices, (2) preference judgments or choices preceded by judgments of attractiveness of attribute levels, or (3) preference judgments or choices accompanied by think-aloud reports. The results replicated the prominence efTect for choices, but a prominence effect was also found for preference judgments. In accordance with the restructuring explanation, the think-aloud protocols indicated that options were more often restructured in choices than in preference judgments. However, restructuring could not explain the prominence effect observed for preference judgments. A modified compatibility hypothesis is offered as an alternative explanation.

Suggested Citation

Montgomery, Henry and Selart, Marcus and Garling, Tommy and Lindberg, Erik, The Judgment-Choice Discrepancy: Non-Compatibility or Restructuring? (September 28, 2012). Montgomery, H., Selart, M., Gärling, T., & Lindberg, E. (1994). The judgment-choice discrepancy: Non-compatibility or restructuring? Journal of Behavioral Decision Making, 7, 144-155. , Available at SSRN: https://ssrn.com/abstract=2153765

Henry Montgomery

University of Gothenburg - Department of Psychology ( email )

P.O. Box 500
Göteborg, 40530
Sweden

Marcus Selart (Contact Author)

Norwegian School of Economics (NHH) - Department of Strategy and Management ( email )

Breiviksveien 40
N-5045 Bergen
Norway
+47 55 95 96 95 (Phone)

Tommy Garling

University of Gothenburg ( email )

Viktoriagatan 30
Göteborg, 405 30
Sweden

Erik Lindberg

Uppsala University ( email )

Box 513
Uppsala, 751 20
Sweden

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