An article written by Shankha Basu, Assistant Professor in Marketing, was featured in the Harvard Business Review this week, looking at the possibility that people make better decisions when they view options all together rather than one at a time.
The article entitled “To make better choices, look at all your choices together” discusses the results of a number of experiments carried out across the US and Singapore, looking at the choices people make when faced with one option sequentially or all at once.
Mr Basu said:
One possibility is that with all the information in front of them, people can compare the options more thoroughly and can more easily identify the best option. But when people view options one at a time, they form an overall judgment about each option and then have to go back and compare.