Choices and Preferences: Evidence from Implicit Choices and Response Times

C Alós-Ferrer, Georg Granic, F Shi, AK Wagner

Research output: Contribution to journalArticleAcademicpeer-review

17 Citations (Scopus)


We present a new experimental paradigm where choice-induced preference change is measured for alternatives which are never compared directly, but rather confronted with other alternatives in a way which keeps choices predictable without exogenously manipulating them. This implicit-choice design improves on the free-choice paradigm, avoiding the recently criticized selection bias. Rating and ranking spreads in two experiments show that preference-based choices feed back into and alter preferences even if choices are not directly among similarly evaluated alternatives. In agreement with recent brain-imaging evidence, response time measurements for direct choice pairs in our experiments indicate that reappraisal processes are already triggered during decision making, with larger post-choice spreads (sharper attitude change) being associated to quicker decisions.
Original languageEnglish
Pages (from-to)1336-1342
Number of pages7
JournalJournal of Experimental Social Psychology
Issue number6
Publication statusPublished - 2012
Externally publishedYes


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