Framing context effects with reference points

Abstract

Research on reference points highlights how alternatives outside the choice set can alter the perceived value of available alternatives, arguably framing the choice scenario. The present work utilizes reference points to study the effects of framing in preferential choice, using the similarity and attraction context effects as performance measures. We specifically test the predictions of Multialternative Decision by Sampling (MDbS; Noguchi & Stewart, 2018), a recent preferential choice model that can account for both reference points and context effects. In Experiment 1, consistent with predictions by MDbS, we find a standard similarity effect when no reference point is given that increases when both dimensions are framed negatively and decreases when both dimensions are framed positively. Contrary to predictions by MDbS, when the two dimensions are framed as tradeoffs, participants prefer whichever alternative performs best in the negatively framed dimension. Performance of MDbS was improved by the addition of a frame-based global attention allocation mechanism. Experiment 2 extends these results to a "by-dimension" presentation format in an attempt to bring participant behavior in line with MDbS assumptions. The empirical and modeling results replicated those of Experiment 1. Experiment 3 used the attraction effect to test the effects of framing when the best-performing alternative on each dimension was identical across target conditions, therefore reducing the potential effects of a global attention allocation mechanism. The effects of framing were indeed greatly reduced, and the performance of MDbS was markedly improved. The results extend framing to the context effects literature, provide new benchmarks for models and theories of context effects, and point to the need for a global attention mechanism.

Keywords: Attraction effect; Computational modeling; Context effects; Framing; Loss aversion; Multialternative decision by sampling; Reference points; Similarity effect.