Strategy Compatibility, Scale Compatibility, and the Prominence Effect

Journal Article

Ss expressed preferences between pairs of decision alternatives characterized by 2 attributes, for example, price and quality. They were more likely to prefer the alternative that was superior with respect to the most important attribute when making choices and strength-of-preference judgments than when making matching and monetary-equivalent value judgments. Rating scale judgments fell between these two extremes. These findings extend the previously established choice versus matching prominence effect (Tversky, Sattath, & Slovic, 1988) to a more general qualitative versus quantitative task prominence effect. The data support the strategy-compatibility interpretation of the prominence effect. They also show that in riskless decision making, the generalized prominence effect is much stronger than simple scale-compatibility effects.

Full Text

Duke Authors

Cited Authors

  • Fischer, GW; Hawkins, SA

Published Date

  • 1993

Published In

Volume / Issue

  • 19 / 3

Start / End Page

  • 580 - 597

International Standard Serial Number (ISSN)

  • 0096-1523

Digital Object Identifier (DOI)

  • 10.1037/0096-1523.19.3.580