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Related Experiment Videos

Comparison Opportunity and Judgment Revision.

Muthukrishnan1, Pham, Mungalé

  • 1Hong Kong University of Science and Technology, Kowloon, Hong Kong

Organizational Behavior and Human Decision Processes
|December 2, 1999
PubMed
Summary

Judgment revisions are heavily influenced by comparison opportunities. When a challenge allows comparing a target with a competitor, information in the challenge gains disproportionate weight, impacting revised judgments.

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Area of Science:

  • Cognitive Psychology
  • Decision Making
  • Social Psychology

Background:

  • Prior evaluations are often challenged and require revision.
  • The extent to which a challenge allows for competitor comparison influences judgment revision.
  • This study introduces the comparison-revision hypothesis.

Purpose of the Study:

  • To investigate the impact of comparison opportunity on judgment revision.
  • To examine how challenge format (comparative vs. noncomparative) affects information weighting.
  • To extend research on the effects of prior information amount and elaboration on judgment revision.

Main Methods:

  • Experiments 1-3 manipulated comparison opportunity by varying challenge format.
  • The weight assigned to different information inputs in revised judgments was analyzed.
  • Experiment 4 explored noncomparative challenges from superior competitors.

Main Results:

  • Prior target information was weighted more heavily in noncomparative challenges.
  • Challenge information was weighted more heavily in comparative challenges.
  • Comparative challenges led to disproportionate weighting of challenge information, even for less important attributes.

Conclusions:

  • Comparison opportunity is a key determinant of judgment revision.
  • Comparative challenges increase the weight of challenge-relevant information.
  • Elaboration of initial information and commensurability enhance comparison opportunity and judgment revision.

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