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Title: Choosing among options presented sequentially or simultaneously
Authors: Basu, Shankha
Savani, Krishna
Keywords: Business::General
Issue Date: 2019
Source: Basu, S. & Savani, K. (2019). Choosing among options presented sequentially or simultaneously. Current Directions in Psychological Science, 28(1), 97-101.
Journal: Current Directions in Psychological Science
Abstract: 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.
ISSN: 0963-7214
DOI: 10.1177/0963721418806646
Schools: Nanyang Business School 
Rights: © 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).
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:NBS Journal Articles

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