This research investigates a particular type of preference reversal (PR), existing between joint evaluation, where two stimulus options are evaluated side by side simultaneously, and separate evaluation, where these options are evaluated separately. I first examine how this PR differs from other types of PRs and review studies demonstrating this PR. I then propose an explanation, called the evaluability hypothesis, and report experiments that tested this hypothesis. According to this hypothesis, PRs between joint and separate evaluations occur because one of the attributes involved in the options is hard to evaluate independently and another attribute is relatively easy to evaluate independently. I conclude by discussing prescriptive implications of this research.
Organizational Behavior and Human Decision Processes – Elsevier
Published: Sep 1, 1996
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