Preferential Attraction Effects With Visual Stimuli: The Role of Quantitative Versus Qualitative Visual Attributes

Abstract

Offering an inferior and rarely chosen third (decoy) option to decision makers choosing between two options has a paradoxical effect: It increases the choice share of the option most similar to the decoy. This attraction effect is robust when options are numeric but rarely occurs in humans when options are visual, even though it occurs in animals. Building on psychophysics, we examined two types of visual attributes: quantitative and qualitative. Quantitative visual attributes (e.g., different bottle volumes) can be perceived as magnitudes. Qualitative visual attributes (e.g., different colors), however, do not fall onto a magnitude scale. One can perceive that a bottle’s volume is twice that of another bottle but not that a green bottle’s color is twice that of a red bottle. We observed robust attraction effects for quantitative visual attributes (4,602 adults, 237 college-age participants), which reversed to repulsion effects when the visual attributes were qualitative (6,005 adults).