Violations of Procedure Invariance in Preference Measurement: Cognitive Explanations

European Journal of Cognitive Psychology, 6, 417-436, 1994

Posted: 1 Oct 2012

See all articles by Marcus Selart

Marcus Selart

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

Henry Montgomery

Göteborg University - Department of Psychology

Joakim Romanus

Göteborg University

Tommy Garling

Göteborg University

Date Written: 1994

Abstract

A violation of procedure invariance in preference measurement is that the predominant or prominent attribute looms larger in choice than in a matching task. In Experiment 1, this so-called prominence effect was demonstrated for choices between pairs of options, choices to accept single options, and preference ratings of single options. That is, in all these response modes the prominent attribute loomed larger than in matching. The results were replicated in Experiment 2, in which subjects chose between or rated their preference for pairs of options which were matched to be equally attractive either in the same session or 1 week earlier. On the basis of these and previous results, it is argued that the prominence effect is a reliable phenomenon. However, none of several cognitive explanations which have been offered appears to be completely viable.

Suggested Citation

Selart, Marcus and Montgomery, Henry and Romanus, Joakim and Garling, Tommy, Violations of Procedure Invariance in Preference Measurement: Cognitive Explanations (1994). European Journal of Cognitive Psychology, 6, 417-436, 1994 . Available at SSRN: https://ssrn.com/abstract=2154208

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)

Henry Montgomery

Göteborg University - Department of Psychology ( email )

P.O. Box 500
Göteborg, 40530
Sweden

Joakim Romanus

Göteborg University

Viktoriagatan 30
Göteborg, 405 30
Sweden

Tommy Garling

Göteborg University ( email )

Viktoriagatan 30
Göteborg, 405 30
Sweden

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