Figure 1.

Task timeline. Participants rated products individually, then chose between sets of four products. After making these choices, participants viewed the choice sets again and (in separate blocks) rated how much they liked the set overall, how anxious they were about the choice, and how confident they were in their earlier choice. Studies 1–2 included a fourth phase, in which participants reevaluated each item using either a bipolar scale (Study 1) or a willingness-to-pay procedure (Study 2). For Study 4, Phase 2 was performed while undergoing fMRI, and interleaved with set liking trials. Product images were always labeled with 2– 4 word descriptions to clarify the product’s identity, and all phases were free response. See the online article for the color version of this figure.