The timescale and direction of influence of a third inferior alternative in human value-learning.

Abstract

The way humans and other animals represent the values of alternatives is context-dependent, as it can be distorted by inferior alternatives that are immediately available for choice (immediate context); or that were encountered in previous episodes (temporal context). Yet, the extent to which the immediate and temporal context (co-) shape context-dependent valuation remains unclear. Here, we asked human participants (onsite: N = 30, online: N = 68) to learn the values associated with three alternatives and explicitly report these values before making binary and ternary choices among the alternatives. We show that context-dependent valuation is evident in the pre-choice value estimates and manifests equally in binary and ternary choices. Accordingly, we conclude that value representations are modulated by the temporal (and not the immediate) context. The direction and across-participants variability of this modulation cannot be captured by extant normalization theories but by a mechanism constructing values through sequential binary comparisons.