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

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.


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.


Noah Goldstein, University of Chicago
Vladas Griskevicius, Arizona State University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


O4. Will Winning Always Encourage Risk Taking? The Effect of Competition Results and the Closeness of These Results

Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China

Read More


N3. Emotion Regulation and Memory for Negative Emotion Ads

Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel

Read More


Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production

Neeru Paharia, Georgetown University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.