The effects of attractiveness, dominance, and attribute differences on information acquisition in multiattribute binary choice

Two process tracing studies investigated how the information acquisition process in a binary choice task is influenced by the overall level of attractiveness of alternatives, by the magnitude of differences in attractiveness of alternatives, and by the dominance of one alternative. All three factors influenced the subjects' information selection process regarding the multiattribute choice alternatives. Subjects selected more information when the attractiveness difference was small and when one of the alternatives was not dominant. Moreover, they considered more information when the choice alternatives were both unattractive. These findings were obtained when information was presented about the alternatives both numerically and nonnumerically. The experimental results were explained within a sequential sampling strategy framework.