A query theory account of the attraction effect

Abstract

We provide novel support for Query Theory, a reason-based decision framework, extending it to multialternative choices and applying it to the classic phenomenon known as the attraction effect. In Experiment 1 (N = 261), we generalised the two key metrics used in Query Theory from binary to multialternative choices and found that reasons supporting the target option were generated earlier and in greater quantity than those supporting the competitor, as predicted by the theory. In Experiment 2 (N = 703), we investigated the causal relationships between reasoning and choices by exogenously manipulating the order in which participants generated their reasons. As predicted, the size of the attraction effect was a function of this query order manipulation. We also introduced a bidirectional reason coding protocol to measure the valence of reasons, which confirmed support for Query Theory. We suggest the Query Theory framework can be useful for studying the high-level deliberation processes behind multialternative choices.