Abstract
In line with the existing literature, our study propose the hypotheses that negativity bias still exists if we focus on the sole-aspiration effects. We, however, hypothesize that the priority ranking reveals that clients displaying positive historical aspiration while having negative social aspiration are the most preferred. A discrete choice experiment (DCE) is conducted with frontline employees (school teachers). There are four types of performance profiles: the improving top-achiever (positive SAP and positive HAP), the improving lower-achiever (negative SAP and positive HAP), the declining top-achiever (positive SAP and negative HAP), and the declining lower-achiever (negative SAP and negative HAP). Teachers will receive two performance profiles from two students, and they need to choose which student they are more inclined to help for performance improvement.