Order in Choice: Effects of Serial Position on Preferences |
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| Authors: | Antonia Mantonakis Pauline Rodero Isabelle Lesschaeve Reid Hastie |
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| Institution: | Department of Marketing, Faculty of Business, Brock University;;Vineland Research and Innovation Centre, Vineland Station, Ontario, Canada;;and Booth Graduate School of Business, University of Chicago |
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| Abstract: | ABSTRACT— When several choice options are sampled one at a time in a sequence and a single choice of the best option is made at the end of the sequence, which location in the sequence is chosen most often? We report a large-scale experiment that assessed tasting preferences in choice sets of two, three, four, or five wines. We found a large primacy effect—the first wine had a large advantage in the end-of-sequence choice. We also found that participants who were knowledgeable about wines showed a recency effect in the longer sequences. We conclude with a process model that explains our findings. |
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