Intuition Beyond Recognition: When Less Familiar Events Are Liked More

Abstract

Research ArticlesIntuition Beyond Recognition: When Less Familiar Events Are Liked MoreTilmann Betsch, Katja Hoffmann, Ulrich Hoffrage, and Henning PlessnerTilmann Betsch Saarland University, Saarbrücken, Germany Search for more papers by this author, Katja Hoffmann University of Heidelberg, Germany Search for more papers by this author, Ulrich Hoffrage Max Planck Institut für Bildungsforschung, Berlin, Germany Search for more papers by this author, and Henning Plessner University of Heidelberg, Germany Search for more papers by this authorPublished OnlineSeptember 01, 2006https://doi.org/10.1027//1618-3169.50.1.49PDFView Full Text ToolsAdd to favoritesDownload CitationsTrack Citations ShareShare onFacebookTwitterLinkedInReddit SectionsMoreAbstractIn a laboratory experiment, we compare the relative impact of two possible determinants of intuitive evaluative judgments: ease of recognition and total value of prior encounters with a target. Participants encode daily return values of shares on the stock market while watching videotaped ads on the computer screen. This dual-task procedure ensures that participants subsequently lack relevant event memories and thus have to rely on their intuition when evaluating the targets. In the presentation, the share appearing least frequently produced the highest sum of returns. In contrast, the share appearing most frequently produced the lowest sum of returns. Evaluative judgments reveal a preference for the share with the highest sum of returns, although, as evident from recognition latencies, it was the one that was more difficult to recognize. The results provide evidence for the value-account model of implicit attitude formation (Betsch, Plessner, Schwieren, & Gütig, 2001), which predicts that intuitive evaluative judgments reflect the total value of prior encounters.ReferencesAnderson, N. H.(1981). Integration theory applied to cognitive responses and attitudes. In R. E. 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