Proceedings of Botho University International Research Conference (BUIRC 2025)

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Salience-Weighted Generalized Conditioning Approach to Preference Dynamics

Authors
Emmanuel Ndhlovu1, 2, *, Onkokame Mothobi1
1Department of Economics, University of Botswana, Gaborone, Botswana
2Department of Accounting and Finance, Botho University, Gaborone, Botswana
*Corresponding author. Email: Emmanuel.ndhlovu@bothouniversity.ac.bw
Corresponding Author
Emmanuel Ndhlovu
Available Online 12 December 2025.
DOI
10.2991/978-94-6463-906-3_17How to use a DOI?
Keywords
SDG-related investment; capital mobilization; preference change; institutional investors; salience; choice
Abstract

This study develops and formalizes the Salience-Weighted Generalized Conditioning (SWGC) framework as a model to explain preference and choice formation. We integrate deliberative cognition with motivated cognition under the influence of contextual factors. Options are evaluated through a salience function that assigns weights to attributes depending on contextual triggers and motivational relevance. Evidence inputs, both private and public, interact with existing commitments to updating beliefs and desirability assessments. Context operates not as a passive backdrop but as an active filter, constituted by internal psychological states and external institutional and cultural structures. Preference ordering and potential preference switching emerge when salience weighted evaluations cross commitment thresholds, explaining shifts in choice behaviour. Thus, SWGC emphasizes how evidence and context jointly condition preferences, integrating both instrumental reasoning and normative, value-driven logics of action. Beyond theoretical contributions, SWGC opens avenues for analyzing behaviour in domains where cognition, norms, and institutions are tightly intertwined.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of Botho University International Research Conference (BUIRC 2025)
Series
Atlantis Highlights in Sustainable Development
Publication Date
12 December 2025
ISBN
978-94-6463-906-3
ISSN
3005-155X
DOI
10.2991/978-94-6463-906-3_17How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Emmanuel Ndhlovu
AU  - Onkokame Mothobi
PY  - 2025
DA  - 2025/12/12
TI  - Salience-Weighted Generalized Conditioning Approach to Preference Dynamics
BT  - Proceedings of Botho University International Research Conference (BUIRC 2025)
PB  - Atlantis Press
SP  - 296
EP  - 312
SN  - 3005-155X
UR  - https://doi.org/10.2991/978-94-6463-906-3_17
DO  - 10.2991/978-94-6463-906-3_17
ID  - Ndhlovu2025
ER  -