Similarity and decision time in preferential choice

Choice option similarity is a key contextual variable in multiattribute choice. Based on theories of preference accumulation, we predicted that decision times would be longer when the available choice options were similar compared with when they were dissimilar, controlling for the relative desirabilities of the options. We tested for the relationship between similarity and decision time in an experiment involving incentivised binary choices between items of equivalent desirability and found that our predictions were confirmed. Our results show how the effects of contextual factors on key decision variables can be accurately predicted by existing computational theories of decision-making.

Demotivating incentives and motivation crowding out in charitable giving

Research has shown that extrinsic incentives can crowd out intrinsic motivation in many contexts. Despite this, many nonprofits offer conditional thank-you gifts, such as mugs or tote bags, in exchange for donations. In collaboration with a nonprofit, this study implements a direct mail field experiment and demonstrates that thank-you gifts reduced donation rates in a fundraising campaign. Attention-based multiattribute choice models suggest that this is because prospective donors shift attention to the salient gift offer, causing them to underweight less salient intrinsic motives. Attention to the gift may also cause individuals to adopt a more cost–benefit mindset, further de-emphasizing intrinsic motives. Consistent with these hypotheses, crowding out was driven by those who donated higher amounts in the previous year (i.e., those who likely had higher intrinsic motivation). In a complementary online experiment, thank-you gifts also reduced donation rates but only when the gift was visually salient. This corroborates the mediating role of attention in crowding out. Taken together, the laboratory and field results demonstrate that this fundraising technique can be demotivating in some contexts and that this may occur through an attention-based mechanism.

Context-dependent effect of mood: the regulatory role of personality

This study explored the influence of the context-dependent effect of mood as well as individual differences in neuroticism and action vs. state/volatility orientation on predecisional processing in a multiattribute choice task. One hundred and twenty participants acquired information about choice options after filling out personality questionnaires. Results showed that participants in a positive mood processed the information longer in enjoy than in done-enough context. In turn, participants in a negative mood processed the information more selectively in enjoy than in done-enough context. It also appeared that this effect is reinforced for participants with low neuroticism and volatility orientation, while it is weakened for those with low neuroticism and action orientation. Results were interpreted in accordance with the differential-processual approach.