[O7] 口頭7 《思考・言語》

[O7-02] Familiarity-matching

choices based on similarity of familiarity

*Masaru Shirasuna¹, Hidehito Honda¹, Toshihiko Matsuka², Kazuhiro Ueda¹ (1. The University of Tokyo, 2. Chiba University)

Keywords:heuristic, familiarity, binary choice task

Previous studies have shown that individuals often choose one object between two objects using a simple heuristic (e.g., recognition, familiarity, or fluency heuristic) in a binary choice task. In the present study, we propose a new heuristic called familiarity-matching, which predicts that when a decision maker is familiar (or unfamiliar) with an object presented in a question sentence, s/he will choose the more (or less) familiar object from the two alternatives. We examined inference processes of familiarity-matching through a behavioral experiment. Results showed that participants indeed tended to employ familiarity-matching and that they often used familiarity-matching especially when solving difficult binary choice problems.