Consistency of Choice Between Equally-Valued Alternatives

Abstract : Subjects in four experiments were asked to choose between pairs of alternatives which they had previously equated in value. Within each pair, one alternative was superior on an important dimension but so inferior on a lesser dimension that this disadvantage cancelled its advantage. The majority of subjects resolved these choices by consistently selecting the alternative that was superior on the more important dimension. This result supports the contention that choices are determined by mechanisms that are easy to explain and justify to oneself and to others. Some practical implications of this contention are discussed.