Evolving Front-Runners: Choice Under Gradual Construction

Wendy Liu, University of California San Diego, USA
Itamar Simonson, Stanford University, USA
We examine a choice process called Evolving Front-runners (EF), in which preference is built gradually by comparing each next option to the best-so-far. Our analysis shows preference instability and preference affirmation play key – and opposing – roles in determining option selection. We discuss implications for preference construction in large choice sets.
[ to cite ]:
Wendy Liu and Itamar Simonson (2015) ,"Evolving Front-Runners: Choice Under Gradual Construction", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 203-207.