CHOOSING THE HARD WAY: FEATURE MATCHING, CONTINUOUS DIMENSIONS, AND MAXIMIZING IN DECISIONS
| dc.contributor.advisor | Hodges, Sara | |
| dc.contributor.author | Chang, Itay | |
| dc.date.accessioned | 2024-08-30T19:12:13Z | |
| dc.date.available | 2024-08-30T19:12:13Z | |
| dc.date.issued | 2024 | |
| dc.description | 45 pages | |
| dc.description.abstract | Feature matching is a cognitive tool humans use when comparing two items with distinct features along a continuous dimension. Past studies on feature matching have found evidence for both a feature-cancellation effect and a direction-of-comparison effect: When choosing between two objectively similar items, people will change their ratings and preference depending on the valence of shared and unique features as well as the order in which they view the items. Ooi (2004) built on this research by finding that adding prices as a choice dimension does not significantly affect feature-cancellation and direction-of-comparison effects. This present study aims to replicate past feature-cancellation and direction-of-comparison effects, increase the price disparity that was used in Ooi (2004) to see if that will cause price to have a significant effect, and add maximizing tendencies as a possible moderator of feature-cancellation, direction-of-comparison, or potential price effects. Past maximizing studies have found that maximizers experience less satisfaction both during and after the decision-making process (Iyenger, Wells, & Schwartz, 2006; Schwartz et al., 2002). Four hundred and thirty-five college student participants were asked to rate two objectively similar restaurants. Results of this study successfully replicated past direction-of-comparison effects but did not replicate past feature-cancellation effects. The results also found that participants had a significant preference for the cheaper restaurant. Last, participants’ maximizing scores did not significantly affect feature-cancellation, direction-of-comparison, or price effects. | en_US |
| dc.identifier.uri | https://hdl.handle.net/1794/29902 | |
| dc.language.iso | en_US | |
| dc.publisher | University of Oregon | |
| dc.rights | CC BY-NC-ND 4.0 | |
| dc.subject | Feature Matching | en_US |
| dc.subject | Decision-Making | en_US |
| dc.subject | Psychology | en_US |
| dc.subject | Experiment | en_US |
| dc.subject | Data | en_US |
| dc.title | CHOOSING THE HARD WAY: FEATURE MATCHING, CONTINUOUS DIMENSIONS, AND MAXIMIZING IN DECISIONS | |
| dc.type | Thesis/Dissertation |