The Push Technique: Social Influence and Predecisional Bias Among Fluid Choice Sets

Noah Goldstein, University of Chicago
Vladas Griskevicius, Arizona State University
We examine whether predecisional biases occur among fluid choice sets—that is, whether a product that was preferred in an initial choice set is disproportionately likely to be chosen among several additional, equally desirable products in a second, expanded choice set. We present several experiments demonstrating that this bias does indeed occur. The authors also investigate the mediating mechanisms by examining the circumstances under which the bias ceases to occur. Implications for social influence strategies will be discussed, including how to group and sequence the alternatives when presenting them to consumers.
[ to cite ]:
Noah Goldstein and Vladas Griskevicius (2008) ,"The Push Technique: Social Influence and Predecisional Bias Among Fluid Choice Sets", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 181-184.