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    Examining the mechanisms underlying contextual preference reversal: comment on Trueblood, Brown, and Heathcote (2014)

    Tsetsos, Konstantinos and Chater, N. and Usher, Marius (2015) Examining the mechanisms underlying contextual preference reversal: comment on Trueblood, Brown, and Heathcote (2014). Psychological Review 122 (4), pp. 838-847. ISSN 0033-295X.

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    Abstract

    Trueblood, Brown, and Heathcote (2014) provide a new model of multiattribute choice, which accounts for 3 contextual reversal effects (similarity, attraction and compromise). We review the details of the model and highlight some novel predictions. First, we show that the model works by setting a “fine balance” between 2 opposing factors that influence choice. As a result, small changes in the attributes of choice alternatives can disturb this balance. Second, we show that the model gives a partial account of the compromise effect. We describe a number of experiments that could distinguish the MLBA from other models of multiattribute choice.

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