INVESTIGATING THE EFFECT OF STIMULUS RANGE ON ATTRIBUTE WEIGHT

Classic economic theories of choice assume that trade-offs are made consistently and are not swayed by irrelevant contextual variables. One possible source of trade-off inconsistency is investigated by asking whether attribute weights are affected by variations in the range of the stimuli presented. Ss should be influenced by the range of the stimuli only when distributional characteristics provide information about the value of the stimuli. In six experiments, Ss made judgments when the range (a) did not provide information about the value of the scores on the scales, (b) might provide such information, and (c) certainly provided this information. In Experiments 1-5, Ss were not influenced by the range of the stimuli. The only exception was Experiment 6, which required Ss to judge hypothetical job candidates on the basis of stimulus scales with which the Ss had no previous experience. In this experiment the meaning of the scales was determined entirely by the location of each stimulus within the presented distribution. In general, the results support the classical view of decision making: that attribute weights exist independent of situational demands, and that Ss' judgments are not influenced by irrelevant stimuli.