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. Author manuscript; available in PMC: 2011 Oct 1.
Published in final edited form as: Trends Cogn Sci. 2010 Oct;14(10):457–463. doi: 10.1016/j.tics.2010.08.001

Figure 2.

Figure 2

Experimental paradigm for examining post-choice attitude change. In this variant of the paradigm, used by Lieberman and colleagues [23], subjects rank order 15 art prints from most liked to least liked in Phase 1. Next, subjects are asked to choose between two pairs of prints in Phase 2. Choice A includes those prints ranked 4th and 10th, and Choice B includes those prints ranked 6th and 12th by the participant. In Phase 3 of the experiment, subjects are asked to re-rank all 15 art prints. Subjects typically rank the chosen options higher and the rejected options lower in Phase 3 than they did in Phase 1, demonstrating a post-choice change in attitude.