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Attribute Dismissal and Valence Effects in Preferential Decision Processing
Author(s) -
Hair Michael L.,
Bond Samuel D.
Publication year - 2018
Publication title -
journal of behavioral decision making
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.136
H-Index - 76
eISSN - 1099-0771
pISSN - 0894-3257
DOI - 10.1002/bdm.2054
Subject(s) - valence (chemistry) , negativity effect , information processing , dismissal , psychology , cognitive psychology , negativity bias , negative information , social psychology , computer science , chemistry , political science , organic chemistry , law
The processing of attribute information during preference‐based decision making is affected by both the valence of that information and its importance to the decision. Although these two factors have typically been examined separately, we propose that their effects on elaboration and encoding are often codependent. Results of four experiments demonstrate that the traditional negativity effect, whereby negative attribute information is processed more extensively than positive attribute information, obtains only for the subset of attributes perceived to be most important. Among other attributes, the negativity effect is reduced or even reversed (a positivity effect). Our findings suggest important qualifications to prevailing notions of selective information processing. Copyright © 2017 John Wiley & Sons, Ltd.