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When Flexibility Is Stable: Implicit Long-Term Shaping of Olfactory Preferences

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  • Géraldine Coppin
  • Sylvain Delplanque
  • Christelle Porcherot
  • Isabelle Cayeux
  • David Sander

Abstract

Preferences are traditionally assumed to be stable. However, empirical evidence such as preference modulation following choices calls this assumption into question. The evolution of such postchoice preference over long time spans, even when choices have been explicitly forgotten, has so far not been studied. In two experiments, we investigated this question by using a variant of the free choice paradigm: In a first session, participants evaluated the pleasantness of a number of odors. We then formed pairs of similarly rated odors, and asked participants to choose their favorite, for each pair. Participants were then presented with all odors again, and asked for another pleasantness rating. In a second session 1 week later, a third pleasantness rating was obtained, and participants were again asked to choose between the same options. Results suggested postchoice preference modulation immediately and 1 week after choice for both chosen and rejected options, even when choices were not explicitly remembered. A third experiment, using another paradigm, confirmed that choice can have a modulatory impact on preferences, and that this modulation can be long-lasting. Taken together, these findings suggest that although preferences appear to be flexible because they are modulated by choices, this modulation also appears to be stable over time and even without explicit recollection of the choice. These results bring a new argument to the idea that postchoice preference modulation could rely on implicit mechanisms, and are consistent with the recent proposal that cognitive dissonance reduction could to some extent be implicit.

Suggested Citation

  • Géraldine Coppin & Sylvain Delplanque & Christelle Porcherot & Isabelle Cayeux & David Sander, 2012. "When Flexibility Is Stable: Implicit Long-Term Shaping of Olfactory Preferences," PLOS ONE, Public Library of Science, vol. 7(6), pages 1-13, June.
  • Handle: RePEc:plo:pone00:0037857
    DOI: 10.1371/journal.pone.0037857
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    References listed on IDEAS

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    1. Payne, John W & Bettman, James R & Schkade, David A, 1999. "Measuring Constructed Preferences: Towards a Building Code," Journal of Risk and Uncertainty, Springer, vol. 19(1-3), pages 243-270, December.
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    3. Daniel Kahneman & Peter P. Wakker & Rakesh Sarin, 1997. "Back to Bentham? Explorations of Experienced Utility," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 112(2), pages 375-406.
    4. Svenson, Ola & Benthorn, Lars J., 1992. "Consolidation processes in decision making: Post-decision changes in attractiveness of alternatives," Journal of Economic Psychology, Elsevier, vol. 13(2), pages 315-327, June.
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    Cited by:

    1. Fabien Vinckier & Lionel Rigoux & Irma T Kurniawan & Chen Hu & Sacha Bourgeois-Gironde & Jean Daunizeau & Mathias Pessiglione, 2019. "Sour grapes and sweet victories: How actions shape preferences," PLOS Computational Biology, Public Library of Science, vol. 15(1), pages 1-24, January.
    2. Douglas Lee & Jean Daunizeau, 2020. "Choosing what we like vs liking what we choose: How choice-induced preference change might actually be instrumental to decision-making," PLOS ONE, Public Library of Science, vol. 15(5), pages 1-15, May.

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