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022			_a00935301
040			_aMSU _bEnglish _cMSU _erda
050	0	0	_aHF5415.3 JOU
100	1		_aMogilner, Cassie _eauthor
245	1	0	_aEternal quest for the best : _bsequential (vs. simultaneous) option presentation undermines choice commitment/ _ccreated by Cassie Mogilner, Baba Shiv and Sheena S. Iyengar
264	1		_aOxford : _bOxford University Press, _c2013.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of consumer research _vVolume 39, number 5,
520	3		_aA 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.
650			_aSequential option presentation _vSimultaneous option presentation _xChoice commitment
700	1		_aShiv, Baba _eco author
700	1		_aIyengar, Sheena _eco author
856			_uhttps://doi.org/10.1086/668534
942			_2lcc _cJA
999			_c168951 _d168951