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I choose, therefore I like: preference for faces induced by arbitrary choice.

Koyo Nakamura¹, Hideaki Kawabata

¹Department of Psychology, Keio University, Mita, Minato-ku, Tokyo, Japan.

|August 27, 2013

Summary

Behavioral choices can change preferences, a phenomenon known as choice-induced preference change. This study shows that even random choices can alter how we feel about options, especially when we believe we made a deliberate selection.

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Area of Science:

Cognitive Psychology
Decision Science
Social Psychology

Background:

Behavioral choice is understood to reflect existing preferences.
However, the concept of choice-induced preference change suggests choices can actively shape preferences.
This phenomenon is observed when individuals rate chosen items more favorably post-selection.

Purpose of the Study:

To investigate the conditions under which behavioral choice alters subsequent preference.
To examine the role of perceived volition in choice-induced preference change using facial stimuli.
To determine if preference change occurs even when choices are known to be random.

Main Methods:

Utilized facial images as choice options in four experiments.
Employed blind choice techniques to manipulate the perceived reason for selection.
Participants rated facial preferences before and after making choices between equally attractive options.

Main Results:

Preference for randomly chosen faces increased only when participants believed they chose a 'preferred face'.
No significant preference change was observed when participants chose an 'unpreferred face' or a 'rounder face'.
Preference change persisted even when participants were aware their choices were random.

Conclusions:

Choice-induced preference change is contingent on the perceived motivation behind the choice.
Individuals exhibit biased evaluations, favoring chosen options, even when aware of random selection.
Findings highlight the complex interplay between choice, perception, and preference formation.