The Effect of Ordering Decisions by Choice-Set Size on Consumer Search

Consumers frequently engage in sequential decisions. This article explores whether the order of these decisions can influence the manner in which consumers search through the possible choice options. Results from five studies suggest that ordering decisions by increasing (vs. decreasing) choice-set size leads to greater search depth (measured by both sampling count and decision time). Initial, smaller choice sets in increasing sequences appear to initiate a maximizing mind-set, which then persists even as participants encounter later, larger choice sets. These participants report a greater desire to maximize and are less satisfied with their decisions, consistent with research on chronic maximizers. In addition, they continue to exhibit maximizing behavior in subsequent, unrelated tasks, supporting a mind-set account of the differences in search. In sum, decision makers are proposed to be “sticky adapters”: initial decision strategies seem to constrain the extent to which they adapt to new contexts. Watch out for the fellow who talks about put-ting things in order! Putting things in order always means getting other people under your control. (Denis Diderot) Consumers frequently engage in sequential decisions.For instance, grocery store shoppers fill their shopping baskets one item at a time, restaurant diners order their meal one course at a time, and computer buyers configure their laptops one component at a time. Each decision in the se-quence might require choosing from a different number of options. Imagine that a homeowner who renovates her apart-ment engages in a sequence of decision steps: she might have to choose between 50 different tiles, 20 different wall