ABSTRACT
Research on judgment and decision making has often focused on the rules people use to make choices and the information used in decision making at the expense of the prediction of what people like and dislike. For example, much of the heuristics and biases literature examined strategies people used when making choices such as satisficing and elimination-by-aspects (Payne, Bettman, & Johnson, 1993; Simon, 1957; Tversky, 1972). As another example, studies have examined people’s tendency to focus their choices on information that matches across a set of options rather than on properties that are unique to one of the options (Hsee, 1996; Markman & Medin, 1995; Slovic & MacPhillamy, 1974; Zhang & Mark-man, 1998, 2001).
