Temporal oscillations in preference strength provide evidence for an open system model of constructed preference

Abstract

The decision process is often conceptualized as a constructive process in which a decision maker accumulates information to form preferences about the choice options and ultimately make a response. Here we examine how these constructive processes unfold by tracking dynamic changes in preference strength. Across two experiments, we observed that mean preference strength systematically oscillated over time and found that eliciting a choice early in time strongly affected the pattern of preference oscillation later in time. Preferences following choices oscillated between being stronger than those without prior choice and being weaker than those without choice. To account for these phenomena, we develop an open system dynamic model which merges the dynamics of Markov random walk processes with those of quantum walk processes. This model incorporates two sources of uncertainty: epistemic uncertainty about what preference state a decision maker has at a particular point in time; and ontic uncertainty about what decision or judgment will be observed when a person has some preference state. Representing these two sources of uncertainty allows the model to account for the oscillations in preference as well as the effect of choice on preference formation.