How many calories were in those hamburgers again? Distribution density biases recall of attribute values

Abstract

AbstractDecisions that consumers make often rest on evaluations of attributes, such as how large, expensive, good, or fattening an option seems. Extant research has demonstrated that these evaluations in turn depend upon the recently experienced distribution of attribute values (e.g., positively or negatively skewed). In many situations decisions rely on recalling the attribute values of each option, a process that has been neglected in much of the previous literature. In two experiments, participants learned attribute information for labeled stimuli presented within either a positively or negatively skewed distribution and then they recalled values from labels after approximately one minute. The results demonstrated effects that are inconsistent with predictions of the category-adjustment model (Duffy, Huttenlocher, Hedges & Crawford, 2010) that recalled values would shift toward the mean of the distribution of values presented. Instead, results were consistent with predictions of the comparison-induced distortion model (Choplin & Hummel, 2002) that remembered values would depend on the density of stimuli within the attribute range. Reasons for these results, alternative models, and implications for decision-making are discussed.