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MEMORY, ATTENTION, AND CHOICE
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DOI：10.1093/qje/qjaa007.png)
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Abstract
En 中文
Building on a textbook description of associative memory (Kahana 2012), we present a model of choice in which a choice option cues recall of similar past experiences. Memory shapes valuation and decisions in two ways. First, recalled experiences form a norm, which serves as an initial anchor for valuation. Second, salient quality and price surprises relative to the norm lead to large adjustments in valuation. The model unifies many well-documented choice puzzles, including the attribution and projection biases, inattention to hidden attributes, background contrast effects, and context-dependent willingness to pay. Unifying these puzzles on the basis of selective memory and attention to surprise yields multiple new predictions.
Keywords:
PROJECTION BIAS
PROSPECT-THEORY
PRICE
CONTRAST
SALIENCE
CONTEXT
EXPERIENCES
DECISIONS
FUTURE
MODEL
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