To Be Left Or Right? a Nonconscious Base For Bounded Rationality

Although human information-processing involves non-conscious process, studies on bounded rationality have been limited to those issues concerning conscious information-processing. Therefore, we provide evidence of bounded rationality at the non-conscious level by finding that preattentive information-processing improves when hemispheric function is matched regardless of physiological arousal levels. Specifically, we find that recognition memory which affects the human decision-making process improves when verbal stimuli are embedded in the right-hand side of the peripheral visual field, whereas pictorial stimuli are in the left-hand side. Implications from these findings are discussed for further study.

Citation:

Gunwoo Yoon, Wonjoon Kim, and Sujin Lee (2011) ,"To Be Left Or Right? a Nonconscious Base For Bounded Rationality", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 144-145.