Ready to make a decision? The Role of Valence Weighting in Feelings of Preparedness
“Introduction/Background: Valence weighting is a psychological process in which positive and negative signals are integrated during attitude generalization (Fazio, Pietri, Rocklage, & Shook, 2015). Previous research has shown that valence weighting affects judgements and behavior across a variety of domains. The current research examines the role of valence weighting in self-regulation, the process through which individuals pursue goals. In the study, the focus lay on the relation between valence weighting tendencies and the individual’s feelings of preparedness. It was predicted, based on previous research, that those with a more positive valence weighting bias reach feelings of sufficient preparedness faster.
Methods: Valence weighting tendencies were assessed via an attitude formation and generalization called BeanFest. In BeanFest participants first interact with bean stimuli that vary in their appearance, and have been assigned either positive or negative point value. During this phase, participants develop attitudes towards the beans. Participants are then shown both the beans they are familiar with, as well as novel beans that vary in their resemblance to these familiar beans. Those that categorize the novel beans more negatively are said to have a negative valence weighting bias, and vice versa. To examine feelings of preparedness, a Consumer Report section was utilized after completion of BeanFest. The participants were told to imagine that they were considering purchasing a product. They were given information about the product displayed on a variety of screens, and were faced with a decision as to whether they were ready to make a choice or to continue learning about the product. To control for differences in reading speed, time spent reading a previous screen was measured.
Results: The results revealed that when faced with making a decision about purchasing a product, those with a more positive valence weighting bias took less time to deliberate (controlling for reading speed), r = -0.17, p = 0.02.+
Conclusion: These findings suggest that valence weighting shapes assessments of progress during goal pursuit. The work presented here demonstrates that valence weighting tendencies play a role in self-regulation, thereby determining the extent to which individuals succeed or fail in obtaining their goals.”