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The role of negative features in joint and separate evaluation
Author(s) -
Willemsen Martijn C.,
Keren Gideon
Publication year - 2004
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.476
Subject(s) - valence (chemistry) , psychology , joint (building) , preference , social psychology , cognitive psychology , statistics , econometrics , mathematics , chemistry , architectural engineering , organic chemistry , engineering
Separate and joint evaluations differ in the manner in which attribute information is processed. We propose that negative attributes weigh more in separate compared to joint ratings. To assess the relative weights of positive and negative attributes, stimuli were employed containing mixed attribute valence, with good and poor attributes. In three experiments it was demonstrated empirically that, using such mixed valence options, the negative attributes indeed weighed more than the positive ones in separate compared to joint ratings. Direct evidence for the increased weight of negative attributes in separate ratings was provided by showing preference shifts between joint and separate ratings for options with mixed attribute valence. Copyright © 2004 John Wiley & Sons, Ltd.