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• W1611732329 abstract "Best-worst scaling (BWS) is a promising development in preference elicitation research, which is to overcome limitations of normal discrete choice experiments (see Flynn, Louviere, Peters & Coast, 2007; Marley & Louviere, 2005). The statistical model of BWS assumes decision makers to pair of options that maximizes the difference in utility between (Flynn et al., 2007, p.176). This implies that best-choices should invertedly mirror worst-choices, and vice versa. Research on approach and avoidance, however, suggests that striving for the and avoiding the are cognitively different and not just inverted processes (Carver, 2006, Gray, 1994, Davidson, 1998). An approach-framing like choose best may induce different perceptual and conceptual attention processes compared to an avoidance-framing like choose worst (Forster, Friedmann, Olzelsel, & Denzler, 2006; Higgins, 1997). Such differing cognitive processes may as well lead to different utility estimates, questioning the integration of best- and worst-choices as done in BWS. Thus, there is need to understand the cognitive processes underpinning best- and worst-choices in order to integrate them in BWS. A within-subject factor experiment uses continuous and immediate emotion-measures during best- and worst-choice tasks to reveal particular cognitive processes (Loewenstein, 2000). Measurements of emotions via facial electro-myography (e.g. Larsen et al., 2003) are used to discriminate between positive and negative emotions encountered in best- and worst-decision tasks. The effects of best- and worst-framing on stated choice outcomes are assessed by scale-corrected parameter comparisons, and comparison of consistency measures (pseudo-R 2 and holdout prediction) respectively. Stimuli in use were durable and non-durable fast moving consumer goods (shower-gels and yoghurts) consisting of 3 attributes, each with 2 levels, in order to keep the task-complexity low. Because the laboratory setting highly limits the sample size (n=35), we will perform a large-scale follow-up validation online (n=300). Results show that best-choices are accompanied by higher positive emotions and worst-choices by higher negative emotions. Thus, findings indicate that different cognitive processes underlie best- and worst-choices. Interestingly, this does not impact stated choices very much. Derived preference estimates seem to differ only for estimated interaction terms. Preliminary validity comparisons - yet to be validated by the large-scale sample - provide mixed evidence. Nevertheless, results indicate different depths of information processing in best- and worst-choices. The amount of knowledge-in-use might provide an explanation for these findings. This issue should be further investigated to deepen our understanding of preference decision making. Normal 0 false false false DE X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable{mso-style-name:Normale Tabelle;mso-tstyle-rowband-size:0;mso-tstyle-colband-size:0;mso-style-noshow:yes;mso-style-priority:99;mso-style-parent:;mso-padding-alt:0cm 5.4pt 0cm 5.4pt;mso-para-margin-top:0cm;mso-para-margin-right:0cm;mso-para-margin-bottom:10.0pt;mso-para-margin-left:0cm;line-height:115%;mso-pagination:widow-orphan;font-size:11.0pt;font-family:Calibri,sans-serif;mso-ascii-font-family:Calibri;mso-ascii-theme-font:minor-latin;mso-hansi-font-family:Calibri;mso-hansi-theme-font:minor-latin;mso-ansi-language:DE;}" @default.
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• W1611732329 date "2013-05-17" @default.
• W1611732329 modified "2023-09-27" @default.
• W1611732329 title "Is “choosing the best” the opposite of “choosing the worst”? – utility and emotion in best‐ and worst‐choices." @default.
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