How social information affects information search and choice in probabilistic inferences

Abstract

When making decisions, people are often exposed to relevant information stemming from qualitatively different sources. For instance, when making a choice between two alternatives people can rely on the advice of other people (i.e., social information) or search for factual information about the alternatives (i.e., non-social information). Prior research in categorization has shown that social information is given special attention when both social and non-social information is available, even when the social information has no additional informational value. The goal of the current work is to investigate whether framing information as social or non-social also influences information search and choice in probabilistic inferences. In a first study, we found that framing cues (i.e., the information used to make a decision) with medium validity as social increased the probability that they were searched for compared to a task where the same cues were framed as non-social information, but did not change the strategy people relied on. A second and a third study showed that framing a cue with high validity as social information facilitated learning to rely on a non-compensatory decision strategy. Overall, the results suggest that social in comparison to non-social information is given more attention and is learned faster than non-social information.