title: Examining the mechanisms underlying contextual preference reversal: Comment on Trueblood, Brown, and Heathcote (2014).
abstract: Trueblood, Brown, and Heathcote (2014) provide a new model of multiattribute choice, which accounts for 3 contextual reversal effects (similarity, attraction and compromise). We review the details of the model and highlight some novel predictions. First, we show that the model works by setting a "fine balance" between 2 opposing factors that influence choice. As a result, small changes in the attributes of choice alternatives can disturb this balance. Second, we show that the model gives a partial account of the compromise effect. We describe a number of experiments that could distinguish the MLBA from other models of multiattribute choice.
authors.affiliation: Department of Experimental Psychology, University of Oxford.
authors.forename: Konstantinos
authors.initials: K
authors.lastname: Tsetsos
authors.affiliation: Warwick Business School, University of Warwick.
authors.forename: Nick
authors.initials: N
authors.lastname: Chater
authors.affiliation: School of Psychology and Sagol Scholl of Neuroscience, University of Tel Aviv.
authors.forename: Marius
authors.initials: M
authors.lastname: Usher
mesh_terms: D002755:Choice Behavior; D003657:Decision Making; D006801:Humans; D008960:Models, Psychological