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A Psychophysics Paradigm for the Collection and Analysis of Similarity Judgments
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Partition dependence in consumer choice: Perceptual groupings do not reliably shape decisions.

Sheri Reichelson1, Alexandra Zax1, Ilona Bass1,2

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Psychonomic Bulletin & Review
|June 11, 2017
PubMed
Summary

Partition dependence, where option categorization influences choices, was tested using a candy-bowl task. This study found no reliable evidence of partition dependence in children or adults, questioning the robustness of prior experimental methods.

Keywords:
Decision makingDiversification biasPartition dependence

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Area of Science:

  • Decision Science
  • Consumer Psychology
  • Behavioral Economics

Background:

  • Partition dependence describes how categorizing options affects resource allocation and choice.
  • Prior research suggested this phenomenon is robust, influencing consumer decisions.
  • The validity of experimental paradigms used to demonstrate partition dependence warrants further investigation.

Purpose of the Study:

  • To examine the robustness of a specific experimental paradigm for partition dependence.
  • To investigate whether perceptually partitioned options reliably elicit partition dependent choice.
  • To compare findings with previous studies, particularly Fox et al. (2005).

Main Methods:

  • Conducted three experiments with 300 participants (children and adults).
  • Participants chose from perceptually partitioned options (candy varieties in bowls).
  • Methods closely matched those of Fox et al.'s (2005) Study 4 in one experiment.

Main Results:

  • No clear evidence of partition dependent choice was found in children.
  • No evidence of partition dependence was observed in adult participants across all experiments.
  • Results remained consistent even when experimental methods were closely replicated.

Conclusions:

  • The candy-bowl choice task does not appear to reliably elicit partition dependence.
  • Discrepancies with prior reports may stem from variations in experimental conditions or participant populations.
  • Further research is needed to identify conditions that reliably produce partition dependence in consumer choices.