Choosing One At a Time? Simultaneously Presented Options Lead to Normatively Better Choices Than Sequentially Presented Options

Four experiments investigate the effect of choosing among simultaneously (versus sequentially) presented options. Findings suggest that people are more likely to choose the normatively best option when they view the options simultaneously. Mediation analysis reveals that greater deliberation, when considering options simultaneously, may be a possible mechanism for the phenomenon.



Citation:

Shankha Basu and Krishna Savani (2015) ,"Choosing One At a Time? Simultaneously Presented Options Lead to Normatively Better Choices Than Sequentially Presented Options", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 201-103.

Authors

Shankha Basu, Nanyang Technological University, Singapore
Krishna Savani, National University of Singapore, Singapore



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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