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Eternal Quest for the Best: Sequential (vs. Simultaneous) Option Presentation Undermines Choice Commitment

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  • Cassie Mogilner
  • Baba Shiv
  • Sheena S. Iyengar

Abstract

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 simultaneously tend to remain focused on the current set of options, comparing them among each other; whereas choosers presented with their options sequentially tend to imagine a better option, hoping it will become available. This feeling of hope undermines how choosers subsequently experience their selected option, resulting in lower satisfaction and commitment levels. Sequential choosers consequently exhibit lower outcome satisfaction regardless of which option they choose, whether sequentially passed-up options remain available, and whether they have equivalent option information to simultaneous choosers. Thus, enjoying the most satisfaction from one's choice might require being willing to give up the eternal quest for the best.

Suggested Citation

  • Cassie Mogilner & Baba Shiv & Sheena S. Iyengar, 2013. "Eternal Quest for the Best: Sequential (vs. Simultaneous) Option Presentation Undermines Choice Commitment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1300-1312.
    • Handle: RePEc:oup:jconrs:doi:10.1086/668534
    DOI: 10.1086/668534
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    Cited by:

    1. Basu, Shankha & Savani, Krishna, 2017. "Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially," Organizational Behavior and Human Decision Processes, Elsevier, vol. 139(C), pages 76-91.
    2. Claudine Desrieux & Romain Espinosa & Michael Visser, 2022. "Simultaneous Decision Making of Juries: Evidence From the Paris Labor Court," Working Papers hal-04104190, HAL.
    3. Zhao, Min & Xia, Lan, 2021. "Joint or separate? The effect of visual presentation on imagery and product evaluation," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 935-952.
    4. Goff, Sandra H., 2021. "A test of willingness to pay as penance in the demand for ethical consumption," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 94(C).
    5. Halbauer, Ingo & Jacob, Saskia & Klarmann, Martin, 2022. "Brand presentation order in voice shopping: Understanding the effects of sequential product presentation," Journal of Retailing, Elsevier, vol. 98(4), pages 759-778.
    6. Kapoor, Ankur & Sahay, Arvind & Singh, Nandini C. & Chandrasekhar Pammi, V.S. & Banerjee, Prantosh, 2023. "The neural correlates and the underlying processes of weak brand choices," Journal of Business Research, Elsevier, vol. 154(C).

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