Order in Choice: Effects of Serial Position on Preferences

When choice options are sampled one-at-a-time in a sequence and the chooser makes a single end-of-sequence choice of the best option in the choice set, which location in the sequence is most often chosen? We report on one large-scale experiment that assessed preferences in choice sets of 2, 3, 4, or 5, and found a large primacy effect such that the first option had a large advantage in the end-of-sequence choice. We also found that sophisticated participants, , showed a recency effect for the longer sequences. We conclude with a process model to explain the results we obtained.


Antonia Mantonakis, Pauline Rodero, Isabelle Lesschaeve, and Reid Hastie (2010) ,"Order in Choice: Effects of Serial Position on Preferences", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 591-592 .


Antonia Mantonakis, Brock University, Canada
Pauline Rodero, Brock University, Canada
Isabelle Lesschaeve, Vineland Research and Innovation Centre, Canada
Reid Hastie, University of Chicago, USA


NA - Advances in Consumer Research Volume 37 | 2010

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