Task demands selectively impact strength of preference in multi-attribute preferential choice

Traditional random utility models assume stable preferences in preferential decision-making. However, behavioural decision theory suggests that preferences can be dynamic. Here, we investigated preference change using extended Discrete Choice Experiments (DCE). This research examines the impact of emphasis instructions on preference shifts in multi-attribute decision-making. In Study 1, participants were instructed to emphasise a single attribute when choosing between two toothpaste options. As expected, emphasis instructions increases utility for emphasised attributes and decreases utility for unemphasised attributes. Study 2 extended this finding by investigating whether participants could emphasise two attributes simultaneously. The results showed that participants were able to prioritise two attributes at once, with similar shifts in utility observed for emphasised and unemphasised attributes as Study 1. These findings suggest that preference changes can be systematically influenced by task demands, challenging static models of preferential decision-making. These studies contribute to our understanding of how preferences shift dynamically, highlighting the importance of considering context and task demands when developing models of decision-making. The results also have implications for interventions in fields such as healthcare and consumer behavior, where influencing preferences may be crucial.