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Updated: Sep 21, 2025

The Joint Effect of Social Comparison and Social Distance on Evaluation of Intertemporal Choice Outcomes in Event-related Potential Studies
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Context effects on choice under cognitive load.

Douglas H Wedell1, William M Hayes2, Mansi Verma2

  • 1Department of Psychology, University of South Carolina, 1512 Pendleton Street, Columbia, SC, 29208, USA. Wedell@mailbox.sc.edu.

Psychonomic Bulletin & Review
|May 26, 2022
PubMed
Summary
This summary is machine-generated.

Cognitive load did not influence decoy effects in simulated online shopping choices. These context-dependent choice effects appear to operate automatically, requiring minimal effortful processing.

Keywords:
Choice behaviorCognitive loadContext effectsSystem 1 and 2

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Area of Science:

  • Decision Science
  • Cognitive Psychology
  • Behavioral Economics

Background:

  • Decoy effects demonstrate context-dependent choice, where adding an option alters preferences for existing options.
  • Attraction and compromise effects are key types of decoy effects observed in consumer behavior.

Purpose of the Study:

  • To investigate if manipulating cognitive load impacts the magnitude of attraction and compromise decoy effects.
  • To determine the role of effortful processing in context-dependent choice phenomena.

Main Methods:

  • A within-subjects design was employed with 96 participants making simulated online grocery choices.
  • Cognitive load was manipulated by requiring participants to memorize and recall telephone numbers during choice tasks.
  • Choices involved three options varying in price and quality, with decoy effects analyzed under normal and high cognitive load conditions.

Main Results:

  • Decoy effects (context effects) were substantial and consistently observed across participants, irrespective of the cognitive load manipulation.
  • Statistical analysis provided strong evidence for a null effect, indicating cognitive load did not significantly alter the magnitude of decoy effects.
  • Individual differences showed that the perceived difficulty of the task under load, mediated by response times, correlated with decoy effect magnitude.

Conclusions:

  • Attraction and compromise decoy effects appear to be robust phenomena that can operate with minimal conscious effort.
  • These findings suggest that context-dependent choice strategies, like those influenced by decoys, may be largely automatic processes.
  • The study underscores the automaticity of certain decision-making processes, even when cognitive resources are constrained.