Choosing one at a time? Presenting options simultaneously helps people make more optimal decisions than presenting options sequentially

• Main Authors: Basu, Shankha, Savani, Krishna
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2017
• Subjects: Choice architecture; Cognitive load
• Online Access: https://hdl.handle.net/10356/80703; http://hdl.handle.net/10220/42193
• Institution: Nanyang Technological University

This research examines an element of choice architecture that has received little attention—whether options are presented simultaneously or sequentially. Participants were more likely to choose dominating options when the options were presented simultaneously rather than sequentially, both when the...