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Selective information sampling: Cognitive coherence in evaluation of a novel item

This study investigates the amount and valence of information selected during single item evaluation. One hundred and thirty-five participants evaluated a cell phone by reading hypothetical customers reports. Some participants were first asked to provide a preliminary rating based on a picture of the phone and some technical specifications. The participants who were given the customer reports only after they made a preliminary rating exhibited valence bias in their selection of customers reports. In contrast, the participants that did not make an initial rating sought subsequent information in a more balanced, albeit still selective, manner. The preliminary raters used the least amount of information in their final decision, resulting in faster decision times. The study appears to support the notion that selective exposure is utilized in order to develop cognitive coherence.