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Related Experiment Video

Updated: Feb 6, 2026

Using Practice Testing, Public Speaking, and Source Monitoring to Examine the Influences of Learning Strategies and Stress on Episodic Memory
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The influence of episodic memory decline on value-based choice.

Fedor Levin1, Susann Fiedler1, Bernd Weber2

  • 1a Max Planck Institute for Research on Collective Goods , Bonn , Germany.

Neuropsychology, Development, and Cognition. Section B, Aging, Neuropsychology and Cognition
|August 25, 2018
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Summary

Older adults with poorer memory showed more inconsistent choices, indicating increased "noise" in their decision-making. This impacts understanding elderly consumer preferences.

Keywords:
Episodic memoryagingdecision-makingtransitivityvalue-based choice

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Area of Science:

  • Cognitive Neuroscience
  • Neuroscience of Decision-Making
  • Consumer Behavior Research

Background:

  • Episodic memory plays a role in assessing subjective values for decision-making.
  • Age-related memory decline may influence value-based decision inconsistencies.
  • Understanding these changes is crucial for elderly consumer insights.

Purpose of the Study:

  • To investigate the relationship between age-related memory decline and inconsistencies in value-based decisions.
  • To quantify decision inconsistencies using preference-choice consistency and choice triplets.
  • To explore the implications for elderly consumers.

Main Methods:

  • 30 cognitively healthy older adults participated in a pre-registered experiment.
  • Inconsistencies measured by comparing stated preferences with revealed choices.
  • Intransitivities in choice triplets assessed via forced paired comparisons of 20 food items.

Main Results:

  • No significant association found between memory function and the number of intransitive choice triplets.
  • Participants with lower memory scores were more prone to choosing items they had stated lower preferences for.
  • Lower memory scores correlated with increased noise in the underlying preference signal.

Conclusions:

  • Memory decline in older adults is linked to greater inconsistency between stated preferences and actual choices.
  • This suggests a noisier preference signal in individuals with diminished memory function.
  • Findings highlight unique considerations for elderly consumers and market research.