Choosing among options presented sequentially or simultaneously
When choosing among multiple options, people can view the options either one at a time or all together. In this article, we review an emerging stream of research that examines the ways in which viewing options sequentially as opposed to simultaneously influences people’s decisions. Multiple studies...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2021
|
| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/148673 |
| _version_ | 1826125596049014784 |
|---|---|
| author | Basu, Shankha Savani, Krishna |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Basu, Shankha Savani, Krishna |
| author_sort | Basu, Shankha |
| collection | NTU |
| description | When choosing among multiple options, people can view the options either one at a time or all together. In this article, we review an emerging stream of research that examines the ways in which viewing options sequentially as opposed to simultaneously influences people’s decisions. Multiple studies support the idea that viewing options simultaneously encourages people to compare the options and to focus on the ways in which the options differ from each other. In contrast, viewing options sequentially encourages people to process each option holistically by comparing the option with previously encountered options or a subjective reference point. Integrating research from judgment and decision making, consumer behavior, experimental economics, and eyewitness identification, we identify ways in which the different processing styles elicited by sequential- and simultaneous-presentation formats influence people’s judgment and decision making. This issue is particularly important because presenting options either sequentially or simultaneously is a key element of choice architecture. |
| first_indexed | 2024-10-01T06:38:54Z |
| format | Journal Article |
| id | ntu-10356/148673 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:38:54Z |
| publishDate | 2021 |
| record_format | dspace |
| spelling | ntu-10356/1486732023-05-19T07:31:16Z Choosing among options presented sequentially or simultaneously Basu, Shankha Savani, Krishna Nanyang Business School Business::General Choice Sequential When choosing among multiple options, people can view the options either one at a time or all together. In this article, we review an emerging stream of research that examines the ways in which viewing options sequentially as opposed to simultaneously influences people’s decisions. Multiple studies support the idea that viewing options simultaneously encourages people to compare the options and to focus on the ways in which the options differ from each other. In contrast, viewing options sequentially encourages people to process each option holistically by comparing the option with previously encountered options or a subjective reference point. Integrating research from judgment and decision making, consumer behavior, experimental economics, and eyewitness identification, we identify ways in which the different processing styles elicited by sequential- and simultaneous-presentation formats influence people’s judgment and decision making. This issue is particularly important because presenting options either sequentially or simultaneously is a key element of choice architecture. Nanyang Technological University Accepted version K. Savani was supported by a Nanyang Assistant Professorship grant awarded by Nanyang Technological University. 2021-05-04T06:24:27Z 2021-05-04T06:24:27Z 2019 Journal Article Basu, S. & Savani, K. (2019). Choosing among options presented sequentially or simultaneously. Current Directions in Psychological Science, 28(1), 97-101. https://dx.doi.org/10.1177/0963721418806646 0963-7214 0000-0002-4457-4247 0000-0002-6934-1917 https://hdl.handle.net/10356/148673 10.1177/0963721418806646 2-s2.0-85059250226 1 28 97 101 en Current Directions in Psychological Science © 2018 The Author(s). All rights reserved. This paper was published by SAGE publications in Current Directions in Psychological Science and is made available with permission of The Author(s). application/pdf |
| spellingShingle | Business::General Choice Sequential Basu, Shankha Savani, Krishna Choosing among options presented sequentially or simultaneously |
| title | Choosing among options presented sequentially or simultaneously |
| title_full | Choosing among options presented sequentially or simultaneously |
| title_fullStr | Choosing among options presented sequentially or simultaneously |
| title_full_unstemmed | Choosing among options presented sequentially or simultaneously |
| title_short | Choosing among options presented sequentially or simultaneously |
| title_sort | choosing among options presented sequentially or simultaneously |
| topic | Business::General Choice Sequential |
| url | https://hdl.handle.net/10356/148673 |
| work_keys_str_mv | AT basushankha choosingamongoptionspresentedsequentiallyorsimultaneously AT savanikrishna choosingamongoptionspresentedsequentiallyorsimultaneously |