Feature matching, unique features, and the dynamics of the choice process: Predecision conflict and postdecision satisfaction

Abstract

The feature-matching comparison process was used to examine prechoice conflict and postchoice feelings of satisfaction. In Experiment 1, subjects chose between paired items that either shared good features and had unique bad features (unique bad paris) or shared bad features and had unique good features (unique good pairs). Unique bad pairs should produce avoidance-avoidance conflicts, with vacillation between the alternatives and the slow decisions. Unique good pairs should produce approach-approach conflicts, with little vacillation and rapid decisions. As predicted, decision times were longer for unique bad pairs. Experiment 2 examined subjects' satisfaction with a choice between items that constituted either a unique good or a unique bad pair. It was expected that postchoice satisfaction would depend upon the interaction of the valence of the unique features and which alternative (the accepted or the rejected) was the focus at the time satisfaction was assessed. For unique good pairs, satisfaction was greater when the focus was on the accepted alternative. For unique bad pairs, satisfaction was greater when the focus was on the rejected alternative. The results are used to provide a theoretical rationale for predicting and understanding both predecisional and postdecisional outcomes. These results are discussed in terms of the relevance of the comparison process for different phases of the choice situation and the relations between pre- and postchoice phenomena.