SIMILARITY AND ALIGNMENT IN CHOICE

Research in decision making often assumes that corresponding dimension s or features of choices are compared. At the same time, recent models of similarity comparison stress the importance of structural alignmen t and associated inference processes. The present studies integrate th ese perspectives by examining feature listings and choices for pairs o f video games varying in their comparability. In the first study, one group of participants simply compared pairs of games and Listed common alities and differences. Another group made selections between games a nd provided justifications for their decisions. We observed close corr espondences between justifications and feature listings across wide va riation in comparability. In addition, the justifications systematical ly favored comparable over noncomparable properties. Features also see med to be created or inferred to promote alignability. The second stud y manipulated the comparability of individual properties. Here, justif ications were more likely to include a property when it was comparable than when it was noncomparable. These observations suggest a construc tive alignment process common to similarity and choice. (C) 1995 Acade mic Press, inc.