ABSTRACT
When people choose between two alternatives, like between two colleges, some of the available information is comparable across the alternatives (alignable) and some is noncomparable (nonalignable). For example, when comparing colleges, the academic reputation of both schools may be known (alignable), while the quality of teaching may only be known for one school (nonalignable). Recent research has shown that people use more alignable than nonalignable information in decision making. In this experiment, we consider whether alignable information is preferred even when nonalignable information is important. In the study, some participants rated the importance and valence of a series of statements about colleges that differed in alignability. Other participants made choices between pairs of colleges whose descriptions incorporated these statements. The results indicate that alignable information is preferred to nonalignable information even when the nonalignable information is important. Results also showed that the interpretation of attribute valence depends on alignability. These observations suggest that alignability is more influential than attribute importance in the processing of choice information and that the use of alignable information may facilitate the interpretation of attribute information.
