Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially
This research examines an element of choice architecture that has received little attention—whether options are presented simultaneously or sequentially. Participants were more likely to choose dominating options when the options were presented simultaneously rather than sequentially, both when the...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
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2017
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| Online Access: | https://hdl.handle.net/10356/80703 http://hdl.handle.net/10220/42193 |
| _version_ | 1826114853552521216 |
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| 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 | This research examines an element of choice architecture that has received little attention—whether options are presented simultaneously or sequentially. Participants were more likely to choose dominating options when the options were presented simultaneously rather than sequentially, both when the dominance relationship was transparent (Experiment 1) and when it was not (Experiments 2–3). Depth of cognitive processing mediated the effect of option presentation on optimal choice (Experiment 4). Memory load was unlikely to be the underlying mechanism, as individual differences in working memory span did not predict optimal choice in the sequential condition (which places a greater memory load; Experiment 5), and manipulations of memory load did not reduce the benefits of simultaneous presentation (Experiments 6a–6c). Instead, participants’ working memory span predicted optimal choice in the simultaneous condition (which allows for more in-depth processing; Experiment 5), and a manipulation of processing load eliminated the benefits of simultaneous presentation (Experiment 7). |
| first_indexed | 2024-10-01T03:45:59Z |
| format | Journal Article |
| id | ntu-10356/80703 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T03:45:59Z |
| publishDate | 2017 |
| record_format | dspace |
| spelling | ntu-10356/807032023-05-19T06:44:41Z Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially Basu, Shankha Savani, Krishna Nanyang Business School Choice architecture Cognitive load This research examines an element of choice architecture that has received little attention—whether options are presented simultaneously or sequentially. Participants were more likely to choose dominating options when the options were presented simultaneously rather than sequentially, both when the dominance relationship was transparent (Experiment 1) and when it was not (Experiments 2–3). Depth of cognitive processing mediated the effect of option presentation on optimal choice (Experiment 4). Memory load was unlikely to be the underlying mechanism, as individual differences in working memory span did not predict optimal choice in the sequential condition (which places a greater memory load; Experiment 5), and manipulations of memory load did not reduce the benefits of simultaneous presentation (Experiments 6a–6c). Instead, participants’ working memory span predicted optimal choice in the simultaneous condition (which allows for more in-depth processing; Experiment 5), and a manipulation of processing load eliminated the benefits of simultaneous presentation (Experiment 7). MOE (Min. of Education, S’pore) Accepted Version 2017-03-24T07:11:51Z 2019-12-06T13:55:02Z 2017-03-24T07:11:51Z 2019-12-06T13:55:02Z 2017 2017 Journal Article 72 p. Basu, S., & Savani, K. (2017). Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially. Organizational Behavior and Human Decision Processes, 139, 76-91. 0749-5978 https://hdl.handle.net/10356/80703 http://hdl.handle.net/10220/42193 10.1016/j.obhdp.2017.01.004 196387 en Organizational Behavior and Human Decision Processes © 2017 Elsevier Inc. This is the author created version of a work that has been peer reviewed and accepted for publication by Organizational Behavior and Human Decision Processes, Elsevier Inc. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [http://dx.doi.org/10.1016/j.obhdp.2017.01.004]. application/pdf |
| spellingShingle | Choice architecture Cognitive load Basu, Shankha Savani, Krishna Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially |
| title | Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially |
| title_full | Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially |
| title_fullStr | Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially |
| title_full_unstemmed | Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially |
| title_short | Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially |
| title_sort | choosing one at a time presenting options simultaneously helps people make more optimal decisions than presenting options sequentially |
| topic | Choice architecture Cognitive load |
| url | https://hdl.handle.net/10356/80703 http://hdl.handle.net/10220/42193 |
| work_keys_str_mv | AT basushankha choosingoneatatimepresentingoptionssimultaneouslyhelpspeoplemakemoreoptimaldecisionsthanpresentingoptionssequentially AT savanikrishna choosingoneatatimepresentingoptionssimultaneouslyhelpspeoplemakemoreoptimaldecisionsthanpresentingoptionssequentially |