| Abstract: | Preference reversals have usually been explained by weighted additive models, in which different tasks give rise to different importance weights for the stimulus attributes, resulting in contradictory trade-offs. This article presents a preference reversal of a more extreme nature. Let (10, 5 Migr) denote living 10 years with a migraine for 5 days per week. Many participants preferred (10, 5 Migr) to (20, 5 Migr). However, when asked to equate these two options with a shorter period of good health, they usually demanded more healthy life years for (20, 5 Migr) than for (10, 5 Migr). This preference reversal within a single dimension cannot be explained by different importance weights and suggests irrationalities at a more fundamental level. Most participants did not change their responses after being confronted with their inconsistencies. (PsycINFO Database Record (c) 2010 APA, all rights reserved) |
