Testing the effect of time pressure on asymmetric dominance and compromise decoys in choice

Dynamic,connectionist models of decision making,such as decision field theory (roe,busemeyer,& townsend,2001),propose that the effect of context on choice arises from a series of pairwise comparisons between attributes of alternatives across time. as such,they predict that limiting the amount of time to make a decision should decrease rather than increase the size of contextual effects. this prediction was tested across four levels of time pressure on both the asymmetric dominance (huber,payne,& puto,1982) and compromise (simonson,1989) decoy effects in choice. overall,results supported this prediction,with both types of decoy effects found to be larger as time pressure decreased.