Cancellation and Focus: A Feature-matching Model of Choice

Abstract

A cancellation-and-focus model of choice is presented. This model proposes a comparison process involving the matching of the features of the items in the choice set. The process emphasizes the direction of comparison, that is, which alternative is the starting point (Subject) of comparison and which is the target (Referent) of comparison. The features of the Subject are mapped onto the Referent. In addition, the model stresses the cancellation of features shared by the alternatives (shared features are irrelevant for preferences) and a focus on the unique features of the Subject. The model is used to predict many aspects of choice. Which alternative is chosen depends on the direction of comparison and the valence of the unique features. The choice is reversed as the direction of comparison is reversed. The model also predicts the degree of pre-decision conflict (less when the items have unique good features) and the level of post-decision satisfaction (greater when the pairs have unique good features). Experiments from our laboratories have supported these predictions, as well as the processes proposed by the model. Boundary conditions for the operation of the model are specified and tested. These boundary conditions include the presentation format, the salience of features, motivation, introspection, and the alignability of features. Finally, correspondences and differences are examined for judgments of similarity and judgments of preference, as well as the implications of making each kind of judgment for the other.