ABSTRACT
This chapter demonstrates that both utility and cost influence choice, a film festival scenario offered film choices that varied in both quality and duration. It shows that quality, costs, and characteristics of alternative choices are all important when considering why people are willing to engage their attention on a film. The chapter explores that the alternative choices available at any moment are of critical importance in decision-making. It summarizes higher-quality experiences are preferred when the cost is reasonably low, but choice is reversed when the cost is high. The chapter concludes that higher-quality films have a larger value when the contrast in quality between alternatives is perceived to be high. It suggests that the choice of paying attention to various exhibit elements depends upon the perceived value of each exhibit element available at any moment. Further, the probability of paying attention to any exhibit element varies depending on the contrasting value of other available exhibit elements.
