선호가 배제된 지각적 판단에서 관찰된 선택 후 판단 변화 현상
Choice-Induced Judgment Change in Preference-Excluded Perceptual Decision Making
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선택 후 선호도 변화(Choice-Induced Preference Change, CIPC)는 의사결정 이후 대상에 대한 선호가 변화하는 현상을 말한다. 본 연구는 지각적 판단, 즉 선호가 배제된 선택 후에도 CIPC와 유사한 현상이 나타나는지 최초로 살펴보고자 하였다. 먼저, 첫 번째 평정 단계에서 참가자는 각 얼굴 자극의 지각된 모핑(morphing) 정도에 대한 평정을 내렸다. 이후 선택 단계에서는 평정 단계에서 비슷한 점수를 받은 두 얼굴을 나란히 제시하고, 참가자에게 둘 중 더 많이 모핑된 얼굴을 선택하도록 하였다. 마지막으로, 두 번째 평정 단계에서는 참가자가 각 얼굴의 지각된 모핑 정도에 대해 재평정하도록 하였다. 실험 결과, 참가자가 선택한 얼굴의 평정 점수는 증가한 반면, 선택하지 않은 얼굴의 평정 점수는 감소하였다. 따라서 본 연구는 CIPC로 알려진 현상이 선호에 기반한 선택에 국한되지 않고, 선택 후 판단 변화(Choice-Induced Judgment Change, CIJC) 현상으로 일반화될 가능성을 제안한다.
Abstract
Choice-induced preference change (CIPC) refers to a change in one’s preference after making a choice. The present experiment is the first to examine whether a similar phenomenon occurs after non-preference based choices, such as in perceptual judgments. In the first phase, participants rated the perceived degree of morphing for each face stimulus. Next, two faces that had been rated similarly were presented side by side and participants were asked to choose the face which seemed to have been morphed to a greater degree. Lastly, participants re-evaluated the perceived degree of morphing for each face again. The results showed that the ratings of chosen faces increased whereas those of rejected faces decreased. The present study suggests that CIPC may not be limited to preference-based choices, but may be generalized to non-preference based decision making as in perceptual judgments and choices.
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