Joint Versus Separate Evaluation
In some experimental demonstrations the conjoint option is evaluated separately from its basic option. In other words, one group of participants is asked to rank order the likelihood that Linda is a bank teller, a high school teacher, and several other options, and another group is asked to rank order whether Linda is a bank teller and active in the feminist movement versus the same set of options (without Linda is a bankteller as an option). In this type of demonstration different groups of subjects rank order Linda as a bank teller and active in the feminist movement more highly than Linda as a bank teller.
Separate evaluation experiments preceded the earliest joint evaluation experiments, and Kahneman and Tversky were surprised when the effect was still observed under joint evaluation.
In separate evaluation the term conjunction effect may be preferred.
Read more about this topic: Conjunction Fallacy
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