Consumers can make decisions in as little as a third of a second
We make hundreds of decisions every day, many of them extremely quickly and without much explicit deliberation. This motivates two important open questions: What is the minimum time required to make choices with above chance accuracy? What is the impact of additional decision-making time on choice a...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Cambridge University Press
2011-08-01
|
| Series: | Judgment and Decision Making |
| Subjects: | |
| Online Access: | http://journal.sjdm.org/11/10420a/jdm10420a.pdf |
| _version_ | 1797765366965862400 |
|---|---|
| author | Milica Milosavljevic Christof Koch Antonio Rangel |
| author_facet | Milica Milosavljevic Christof Koch Antonio Rangel |
| author_sort | Milica Milosavljevic |
| collection | DOAJ |
| description | We make hundreds of decisions every day, many of them extremely quickly and without much explicit deliberation. This motivates two important open questions: What is the minimum time required to make choices with above chance accuracy? What is the impact of additional decision-making time on choice accuracy? We investigated these questions in four experiments in which subjects made binary food choices using saccadic or manual responses, under either ``speed'' or ``accuracy'' instructions. Subjects were able to make above chance decisions in as little as 313 ms, and choose their preferred food item in over 70% of trials at average speeds of 404 ms. Further, slowing down their responses by either asking them explicitly to be confident about their choices, or to respond with hand movements, generated about a 10% increase in accuracy. Together, these results suggest that consumers can make accurate every-day choices, akin to those made in a grocery store, at significantly faster speeds than previously reported. |
| first_indexed | 2024-03-12T20:10:08Z |
| format | Article |
| id | doaj.art-e2955a492269433faee5a7e8b24a2429 |
| institution | Directory Open Access Journal |
| issn | 1930-2975 |
| language | English |
| last_indexed | 2024-03-12T20:10:08Z |
| publishDate | 2011-08-01 |
| publisher | Cambridge University Press |
| record_format | Article |
| series | Judgment and Decision Making |
| spelling | doaj.art-e2955a492269433faee5a7e8b24a24292023-08-02T01:51:45ZengCambridge University PressJudgment and Decision Making1930-29752011-08-0166520530Consumers can make decisions in as little as a third of a secondMilica MilosavljevicChristof KochAntonio RangelWe make hundreds of decisions every day, many of them extremely quickly and without much explicit deliberation. This motivates two important open questions: What is the minimum time required to make choices with above chance accuracy? What is the impact of additional decision-making time on choice accuracy? We investigated these questions in four experiments in which subjects made binary food choices using saccadic or manual responses, under either ``speed'' or ``accuracy'' instructions. Subjects were able to make above chance decisions in as little as 313 ms, and choose their preferred food item in over 70% of trials at average speeds of 404 ms. Further, slowing down their responses by either asking them explicitly to be confident about their choices, or to respond with hand movements, generated about a 10% increase in accuracy. Together, these results suggest that consumers can make accurate every-day choices, akin to those made in a grocery store, at significantly faster speeds than previously reported.http://journal.sjdm.org/11/10420a/jdm10420a.pdfconsumerchoicedecision-makinggrocery storespeedaccuracyeye-tracking.NAKeywords |
| spellingShingle | Milica Milosavljevic Christof Koch Antonio Rangel Consumers can make decisions in as little as a third of a second Judgment and Decision Making consumer choice decision-making grocery store speed accuracy eye-tracking.NAKeywords |
| title | Consumers can make decisions in as little as a third of a second |
| title_full | Consumers can make decisions in as little as a third of a second |
| title_fullStr | Consumers can make decisions in as little as a third of a second |
| title_full_unstemmed | Consumers can make decisions in as little as a third of a second |
| title_short | Consumers can make decisions in as little as a third of a second |
| title_sort | consumers can make decisions in as little as a third of a second |
| topic | consumer choice decision-making grocery store speed accuracy eye-tracking.NAKeywords |
| url | http://journal.sjdm.org/11/10420a/jdm10420a.pdf |
| work_keys_str_mv | AT milicamilosavljevic consumerscanmakedecisionsinaslittleasathirdofasecond AT christofkoch consumerscanmakedecisionsinaslittleasathirdofasecond AT antoniorangel consumerscanmakedecisionsinaslittleasathirdofasecond |