The appropriacy of averaging in the study of context effects

Models of human decision-making aim to simultaneously explain the similarity, attraction, and compromise effects. However, evidence that people show all three effects within the same paradigm has come from studies in which choices were averaged over participants. This averaging is only justified if those participants show qualitatively similar choice behaviors. To investigate whether this was the case, we repeated two experiments previously run by Trueblood (Psychonomic Bulletin & Review, 19(5), 962-968, 2012) and Berkowitsch, Scheibehenne, and Rieskamp (Journal of Experimental Psychology, 143(3), 1331-1348, 2014). We found that individuals displayed qualitative differences in their choice behavior. In general, people did not simultaneously display all three context effects. Instead, we found a tendency for some people to show either the similarity effect or the compromise effect but not both. More importantly, many individuals showed strong dimensional biases that were much larger than any effects of context. This research highlights the dangers of averaging indiscriminately and the necessity for accounting for individual differences and dimensional biases in decision-making.