Memory, Attention, and Choice*
基于关联记忆理论，构建了一个选择模型，其中选项会唤起对相似过往经历的回忆，记忆通过形成参照点和关注意外来影响估值与决策，统一解释了多种选择谜题。
Abstract Building on a textbook description of associative memory (Kahana 2012), we present a model of choice in which a choice option cues recall of similar past experiences. Memory shapes valuation and decisions in two ways. First, recalled experiences form a norm, which serves as an initial anchor for valuation. Second, salient quality and price surprises relative to the norm lead to large adjustments in valuation. The model unifies many well-documented choice puzzles, including the attribution and projection biases, inattention to hidden attributes, background contrast effects, and context-dependent willingness to pay. Unifying these puzzles on the basis of selective memory and attention to surprise yields multiple new predictions.