Influence of divided attention on the attraction effect in multialternative choice

Abstract

AbstractThe attraction effect in multialternative decision making reflects the context-dependent violation of rational choice axioms. This study examined the effect of concurrent divided attention in three-alternative visual choice tasks. The concurrent divided attention task is considered to consume the mental resources available for the choice task. There were three conditions: (a) the task-relevant condition, in which the auditory task should consume resources across multiple levels; (b) the task-irrelevant condition, in which the auditory stimuli should consume perceptual resources; (c) and the control condition, in which the resources should not be consumed by auditory stimuli. Thirty-three participants solved 24 hypothetical purchase problems with three alternatives that differed in terms of two attributes. The results indicated that the choice proportion of the target was significantly higher in the task-relevant condition than in the task-irrelevant and control conditions, thereby suggesting that a reduction in cognitive (and/or response) resources is critical for the attraction effect.