TY - JOUR
T1 - Dynamics of choice during estimation of subjective value
AU - Robles-Sotelo, Elias
AU - Roberts, Nicole
AU - Sanabria, Federico
N1 - Funding Information:
This research was supported in part by a donation from Henkel Consumer Goods Inc. We express our gratitude to Michael Devine, Sarah Shaffer, Rebecca Sheffield, Tara Vincelette, and Oscar Yépiz for their help with participant recruitment and data collection.
Copyright:
Copyright 2011 Elsevier B.V., All rights reserved.
PY - 2011/5
Y1 - 2011/5
N2 - This study characterized preferential choice in binary trials and investigated intra-session variations in response time (RT). In Experiment 1, participants (N = 77) were asked to choose the preferred of two images of body wash; all unique combinations of 19 images were presented. The results showed: (a) marked and consistent individual preferences for specific stimuli; (b) RT decreased monotonically with increasing exposure to each stimulus; (c) RT decreased exponentially as a function of relative preference ranking of the 2 images in a trial; and (d) a regression model efficiently predicted trial RT as a function of exposure and relative preference. Experiment 2 (N = 112) explored the effect of amount of exposure on RT, and relative preference as a function of the type of choice task (a previously completed vs. a new choice task). The results showed that: (a) within a single choice task, amount of exposure and relative preference between the stimuli predicted the systematic changes in RT observed in Exp. 1; and (b) when the choice task changed, the effects of previous amount of exposure, and relative stimulus preference did not transfer to the new task.
AB - This study characterized preferential choice in binary trials and investigated intra-session variations in response time (RT). In Experiment 1, participants (N = 77) were asked to choose the preferred of two images of body wash; all unique combinations of 19 images were presented. The results showed: (a) marked and consistent individual preferences for specific stimuli; (b) RT decreased monotonically with increasing exposure to each stimulus; (c) RT decreased exponentially as a function of relative preference ranking of the 2 images in a trial; and (d) a regression model efficiently predicted trial RT as a function of exposure and relative preference. Experiment 2 (N = 112) explored the effect of amount of exposure on RT, and relative preference as a function of the type of choice task (a previously completed vs. a new choice task). The results showed that: (a) within a single choice task, amount of exposure and relative preference between the stimuli predicted the systematic changes in RT observed in Exp. 1; and (b) when the choice task changed, the effects of previous amount of exposure, and relative stimulus preference did not transfer to the new task.
KW - Delay discounting
KW - Mathematical modeling
KW - Preferential choice
KW - Response time
KW - Subjective value
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U2 - 10.1016/j.beproc.2011.01.009
DO - 10.1016/j.beproc.2011.01.009
M3 - Article
C2 - 21276839
AN - SCOPUS:79954662328
SN - 0376-6357
VL - 87
SP - 34
EP - 42
JO - Behavioural processes
JF - Behavioural processes
IS - 1
ER -