Sequential effects in preference decision: Prior preference assimilates current preference.

ABSTRACT: An important factor affecting preference formation is the context in which that preference decision takes place. The current research examined whether one's preference formed for a previously presented stimulus influences the processing of a subsequent preference decision, henceforth referred to as the preference sequence effect. Using a novel sequential rating/judgment paradigm, the present study demonstrated the presence of a preference sequence effect using artistic photographs and face stimuli: A neutral stimulus was preferred more following a preferable stimulus than a less preferable stimulus. Furthermore, a similar trend was found even when the potential influence of response bias was controlled. These results suggest that an assimilative sequential effect exists even when sequentia

SUBMITTER: Chang S 

PROVIDER: S-EPMC5560581 | biostudies-literature | 2017

REPOSITORIES: biostudies-literature