New publication in "Communications Psychology"
15 April 2025, by Uğur Turhan
In this paper, we show that increasing the value of an inferior option makes two superior ones look less valuable. Interestingly we show that this distortion emerges as participants learn the rewards of options and persists in later choices, even in choice-sets that omit the inferior option. Finally, using a sequential binary comparisons model we show how and why this distortion happens.