Work

Simultaneous versus sequential option presentation: A conceptual replication

Year: 2024

Type: article

Abstract: By investigating the impact of different presentation orders, Mogilner et al. (2013) demonstrated that consumers are more satisfied and committed when the options of a choice set were presented all at once (simultaneously) rather than one at a time (sequentially). We replicate this effect in the online dating context across two studies and demonstrate that choosers are more satisfied and committed if they viewed all dating profiles simultaneously rather than sequentially when making their choice. This effect is mainly driven by regret arising from foregoing options in sequential settings.

Source: Marketing Letters

DOI: 10.1007/s11002-024-09746-2

Authors: Severin Friedrich Bischof, Johannes Bauer, Liane Nagengast

Institutions: University of St.Gallen, ZHAW Zurich University of Applied Sciences

Language: English

Topic: Decision-Making and Behavioral Economics

Subfield: General Decision Sciences

Field: Decision Sciences

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,090

Funder: Universität St. Gallen