Liking Goes with Liking: An Intuitive Congruence between Preference and Prominence

In a series of five experiments, we find that people intuitively relate preferred choices to prominently labeled cues (such as Heads as opposed to Tails in a coin toss) and vice versa. Importantly, the observed congruence is asymmetric – it does not manifest for non-prominent cues and non-preferred choices. The first four experiments demonstrate the non-intuitive nature of the effect, while the last experiment suggests that preference-prominence...