Mogilner, Cassie; Shiv, Baba; Iyengar, Sheena S. - In: Journal of Consumer Research 39 (2013) 6, pp. 1300-1300
A series of laboratory and field experiments reveals a detrimental effect of presenting options sequentially (one at a time) versus simultaneously (all at once) on choosers’ satisfaction with and commitment to their chosen option. This is because choosers presented with their options...