C. A. KIESLER (SEE 40:8) FOUND THAT DECISION TIME WAS SHORTER FOR 4 EQUALLY ATTRACTIVE ALTERNATIVES THAN FOR 2 EQUALLY ATTRACTIVE AND 2 UNATTRACTIVE ALTERNATIVES. IT WAS HYPOTHESIZED THAT THIS EFFECT WILL OCCUR WHEN THE ALTERNATIVES ARE PERCEIVED AS RELATIVELY COMPLEX; AND THAT WHEN THE ALTERNATIVES ARE RELATIVELY SIMPLE, DECISION TIME WILL BE LONGER FOR 4 EQUALLY ATTRACTIVE ALTERNATIVES THAN FOR 2 EQUALLY ATTRACTIVE AND 2 UNATTRACTIVE ALTERNATIVES. UNDER THE GUISE OF CONSUMER RESEARCH, 44 COLLEGE MEN WERE GIVEN CHOICES AMONG NECKTIES. WHEN MANY DIMENSIONS OF NECKTIES WERE MADE SALIENT, DECISION TIME WAS SHORTER FOR 4 EQUALLY ATTRACTIVE NECKTIES THAN FOR 2 EQUALLY ATTRACTIVE AND 2 UNATTRACTIVE NECKTIES. WHEN ONLY 1 DIMENSION OF NECKTIES WAS MADE SALIENT, DECISION TIME WAS LONGER FOR 4 EQUALLY ATTRACTIVE NECKTIES. (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1968 American Psychological Association.
