Distractor effects in decision making depends on individual's style of integrating choice attributes

Abstract

It is widely agreed that people make irrational decisions in the presence of irrelevant distractor options. However, there is little consensus on whether decision making is facilitated or impaired by the presence of a highly rewarding distractor or whether the distraction effect operates at the level of options component attributes rather than at the level of their overall value. To reconcile different claims, we argue that it is important to incorporate consideration of the diversity of peoples ways of decision making. We focus on a recent debate over whether people combine choice attributes in an additive or multiplicative way. Employing a multi-laboratory dataset investigating the same decision making paradigm, we demonstrated that people used a mix of both approaches and the extent to which approach was used varied across individuals. Critically, we identified that this variability was correlated with the effect of the distractor on decision making. Individuals who tended to use a multiplicative approach to compute value, showed a positive distractor effect. In contrast, in individuals who tended to use an additive approach, a negative distractor effect (divisive normalisation) was prominent. These findings suggest that the distractor effect is related to how value is constructed, which in turn may be influenced by task and subject specificities. Our work concurs with recent behavioural and neuroscience findings that multiple distractor effects co-exist.