Children's Choice Strategies: The Effects of Age and Task Demands.

Two experiments examined the effect of age and cognitive demands on children’s choice strategies. Children aged 8–9 and 12–13 years were asked to choose among either two or four products that differed in several attributes of varying importance to them. Choice tasks were designed to differentiate between the lexicographic and the equal-weighting strategies that the children used. The results showed that older children use the two strategies more appropriately than younger children do. The choice of strategies reflects the demands of the task. All children were more likely to use the strategies correctly when choosing between two alternatives and tended to rely on the relatively less cognitive-demanding lexicographic strategy to choose among four alternatives. However, they were less likely to employ the lexicographic strategy in simpler tasks and when its use was difficult to justify, indicating an adaptive use.

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