Evolving Front-Runners: Choice Under Gradual Construction

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.


Wendy Liu and Itamar Simonson (2015) ,"Evolving Front-Runners: Choice Under Gradual Construction", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 203-207.


Wendy Liu, University of California San Diego, USA
Itamar Simonson, Stanford University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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