Trade-offs depend on attribute range.
Barbara A. Mellers, Alan D. J. Cooke · Journal of Experimental Psychology Human Perception & Performance · 1994
Contextual effects due to attribute range were examined in single-attribute and multiattribute judgments. The effect of a given attribute difference was greater when presented in a narrow range than a wide range. Stretching and shrinking the range of attributes altered the rank orders of judgments assigned to the same stimuli in different ranges. Trade-offs between time and money, one measure of ability and another, and achievement and motivation depended on attribute range. Although changes in trade-offs can result from changes in weights, data were consistent with the hypothesis that attribute range influences scale values. Scale values for common levels of an attribute spanned a wider interval when the attribute range was narrow than when the attribute range was wide. Most judgments depend on multiple attributes. Assess-ments of jobs often depend on salary level, potential for advancement, size and location of the firm, and vacation time. Impressions of potential marriage partners might de-pend on sense of humor, intelligence, physical attractive-ness, and financial stability. Evaluations of consumer prod-