Although households are responsible for many important decisions, they have rarely been the subject of economics experiments. We conduct a series of linked and incentivized experiments on decision-making, designed to see if the anomalies typically found in individual choice experiments are found when the subjects are couples from long-term relationships. Specifically we investigate the endowment effect, the compromise effect, asymmetric dominance and the ‘more is less’ phenomena. Comparing the results with two control groups (students and non-student individuals) we find broadly the same pattern of anomalies in individuals as we do in couples. Thus behavioural patterns that appear in individual choices appear relevant for decisions made by established couples.

In a dyadic game, strategic asymmetric dominance occurs when a player's preference for one strategy A relative to another B is systematically increased by the addition of a third strategy Z, strictly dominated by A but not by B. There are theoretical and empirical grounds for believing that this effect should decline over repetitions, and other grounds for believing, on the contrary, that it should persist. To investigate this question experimentally, 30 participant pairs played 50 rounds of one symmetric and two asymmetric 3 × 3 games each having one strategy strictly dominated by one other, and a control group played 2 × 2 versions of the same games with dominated strategies removed. The strategic asymmetric dominance effect was observed in the repeated-choice data: dominant strategies in the 3 × 3 versions were chosen more frequently than the corresponding strategies in the 2 × 2 versions. Time series analysis revealed a significant decline in the effect over repetitions in the symmetric game only. Supplementary verbal protocol analysis helped to clarify the players’ reasoning and to explain the results.

Dynamic, connectionist models of decision making, such as decision field theory (Roe, Busemeyer, & Townsend, 2001), propose that the effect of context on choice arises from a series of pairwise comparisons between attributes of alternatives across time. As such, they predict that limiting the amount of time to make a decision should decrease rather than increase the size of contextual effects. This prediction was tested across four levels of time pressure on both the asymmetric dominance (Huber, Payne, & Puto, 1982) and compromise (Simonson, 1989) decoy effects in choice. Overall, results supported this prediction, with both types of decoy effects found to be larger as time pressure decreased.

In this research, we explore how experience with an "attraction set" of options, designed to elicit an asymmetric-dominance (attraction) effect, affects choice making in a second "compromise set" designed to elicit a compromise effect. In Experiment 1, when a compromise set was presented, subjects who had chosen an asymmetrically dominating option from an attraction set were less likely to surrender to the compromise heuristic than their counterparts who had chosen the equivalent option from a binary set. Lower susceptibility to the compromise heuristic suggests that asymmetric dominance might have facilitated the learning of attribute preferences. In Experiment 2, subjects were asked to make six choices in the personal computer category. Subjects who had chosen any number of asymmetrically dominating options from the attraction condition were less susceptible to the compromise heuristic in a subsequent choice task than their counterparts who had chosen the same number of equivalent options from the binary condition. It was unlikely that the effect was caused by better memory of asymmetrically dominating options subjects had previously chosen. Results from the two experiments corroborated the reasoning that asymmetric dominance affects the learning of attribute weights and this effect persists in a subsequent choice task.