How People Make Choices

Selecting the first option turns out to be the best choice for most people, reveals a new study.

The study by Dana R. Carney, assistant professor of management, University of California, Berkeley's Haas School of Business, and co-author Mahzarin R. Banaji, professor of psychology, Harvard University.

Brand Name Influences Lipstick Choice
Majority of women select a brand of lipstick not for its packaging or color but because of its name, according to a new study by researchers.

In three experiments, when making quick choices, participants consistently preferred people (salespersons, teams, criminals on parole) or consumer goods presented first as opposed to similar offerings in second and sequential positions.

The researchers say their findings may have practical applications in a variety of settings including in consumer marketing.

"The order of individuals performing on talent shows like American Idol. The order of potential companies recommended by a stockbroker. The order of college acceptance letters received by an applicant. All of these firsts have privileged status," said Carney.

Concerns Over Cost Could Lead to Wrong Choice of Treatment Among Cancer Patients
A new study has found that concerns over cost of treatment and side effects are leading cancer patients to make treatment choices that do not provide the best chance for survival.

"Our research shows that managers, for example in management or marketing, may want to develop their business strategies knowing that first encounters are preferable to their clients or consumers," she added.

The study found that especially in circumstances under which decisions must be made quickly or without much deliberation, preferences are unconsciously and immediately guided to those options presented first. While there are sometimes rational reasons to prefer firsts, e.g. the first resume is designated on the top of the pile because that person wanted the job the most, Carney said the "first is best" effect suggests that firsts are preferred even when completely unwarranted and irrational.

Consumers Require More Direction on Fish Consumption Choices Demonstrates Study
In a unique review of fish consumption choices, consumers are not getting required information they need to make informed decisions about fish consumption posit a team of researchers.

The study cites, "a preference for firsts has its origins in an evolutionary adaptation favouring firsts ..." For example, in most cases, humans tend to innately prefer the first people they meet: a mother, family members. In addition, those preferences are associated with what's safe.

According to Carney, the historic concept of the established "pecking order" also supports their findings that people find "first is best."

Wide Choice of Food to be Made Available at Olympic Food Village
The London Olympics this summer will have a wide variety of food, from salads and seafood to classic favourites like fish and chips and pie and mash.

The study was recently published in PLoS ONE.

Source-ANI

'How People Make Choices

Selecting the first option turns out to be the best choice for most people, reveals a new study.