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| Author: | Li, Y. Epley, N. |
| Title: | When the best appears to be saved for last: serial position effects on choice |
| Journal: | Journal of Behavioral Decision Making
2009 : OCT, VOL 22:4, p. 378-389 |
| Index terms: | choice theory decision making preferences USA |
| Language: | eng |
| Abstract: | People tend to make choices based on memories of the options. Therefore, due to imperfect recall, earlier options may be experienced with uncertainty, resulting in selection of the first option when choosing an undesirable option, and the selection of the last option when choosing a desirable alternative. The authors test the hypothesis with six experiments in USA. The results of the study prove that people indeed evaluate the last option to be the best when choosing between desirable options, and conversely, the first option was chosen when seeking an undesirable option. |
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