Dan Simon

Construction of Preferences by Constraint Satisfaction

Participants were given a choice between two multi-attribute alternatives (job offers). Preferences for the attributes were measured before, during, and after the choices were made. We found that over the course of decision making, the preferences shifted to cohere with the choice: The attributes of the option that was eventually chosen came to be rated more favorably than they had been rated initially, while the attributes of the rejected option received lower preference ratings than before. These coherence shifts were triggered by a single attribute that decisively favored one option (Experiment 1), and occurred spontaneously in the absence of a decisive attribute (Experiment 2). The coherence shift preceded commitment to choice. These findings favor constraint-satisfaction models of decision making.

The emergence of coherence over the course of decision making.

Previous research has indicated that decision making is accompanied by an increase in the coherence of assessments of the factors related to the decision alternatives. In the present study, the authors investigated whether this coherence shift is obtained before people commit to a decision, and whether it is obtained in the course of a number of other processing tasks. College students were presented with a complex legal case involving multiple conflicting arguments. Participants rated agreement with the individual arguments in isolation before seeing the case and after processing it under various initial sets, including playing the role of a judge assigned to decide the case. Coherence shifts were observed when participants were instructed to delay making the decision (Experiment 1), to memorize the case (Experiment 2), and to comprehend the case (Experiment 3). The findings support the hypothesis that a coherence-generating mechanism operates in a variety of processing tasks, including decision making.

Structural Dynamics of Cognition: From Consistency Theories to Constraint Satisfaction:

We first offer a brief review of the history of cognitive consistency theories in social psychology. After promising beginnings as an outgrowth of Gestalt theory, early consistency theories failed to yield a general account of the mechanisms by which attitudes are formed and decisions are made. However over the past decade the principles underlying consistency theories have been revived in the form of connectionist models of constraint satisfaction. We then review experimental work on complex legal decision making that illustrates how constraint satisfaction mechanisms can cause coherence shifts, thereby transforming ambiguous inputs into coherent decisions.

Bias at the Racetrack: Effects of Individual Expertise and Task Importance on Predecision Reevaluation of Alternatives

These studies were designed to test cognitive dissonance theory’s assertion that alternatives are not reevaluated before a choice. Participants viewed information about horses in a simulated race and rated each one’s chance of winning three times before placing their bet and once after placing it. It was found that ratings of the chosen horse increased within the predecision period as well as after betting. Predecision bolstering occurred even when participants did not expect to bet, and predecision preference increased with task importance and participant expertise. The findings are attributed to maintenance of consistency throughout a cognitive system.

The Elasticity of Preferences

We explore how preferences for attributes are constructed when people choose between multiattribute options. As found in prior research, we observed that while people make decisions, their preferences for the attributes in question shift to support the emerging choice, thus enabling confident decisions. The novelty of the studies reported here is that participants repeated the same task 6 to 8 weeks later. We found that between tasks, preferences returned to near their original levels, only to shift again to support the second choice, regardless of which choice participants made. Similar patterns were observed in a free-choice task (Study 1) and when the favorableness of options was manipulated (Study 2). It follows that preferences behave in an elastic manner: In the absence of situational pressures, they rest at baseline levels, but during the process of reaching a decision, they morph to support the chosen options. This elasticity appears to facilitate confident decision making in the face of decisional conflict.