After participants had tasted all samples they indicated their favorite. They presented participants with either two, three, four, or five wine samples. (2009) examined variables moderating primacy and recency effects in choice, such as expertise and the number of options presented (i.e., sequence length). Page and Page (2010) found both types of serial position effects when analyzing song contest series, with the recency effect being more pronounced than the primacy effect. In addition, Bruine de Bruin (2005) obtained evidence for recency effects, defined as a tendency to favor the last option in a sequence over options in the middle: contestants in song competitions received higher ratings the later they appeared in the sequence. For instance, Miller and Krosnick (1998) analyzed election races and found a primacy effect, defined as a tendency to favor the first option in a sequence over options in the middle: candidates listed first received more votes than other candidates. Given the constructive nature of preference, it is not surprising that the serial position in which an option is presented appears to impact how it is evaluated. Moreover, how people search for attribute information can impact their preferences ( Weber and Johnson, 2006 Pachur and Scheibehenne, 2012). Does this sequentiality of experience shape the decisions we make? It is well known that the way preferences are constructed can be influenced by numerous contextual factors, such as the framing of outcomes as gains or losses, whether a preference is elicited by choice or by evaluation, the emotional content of the task, or the similarity of the available options ( Tversky and Kahneman, 1981 Huber et al., 1982 Slovic, 1995 Pachur et al., 2014 for an overview, see Lichtenstein and Slovic, 2006). Due to constraints in attention, we process events and objects one after the other ( Simon, 1979). We relate these results to empirical findings and derive novel predictions from the model.Ī prominent feature of experience is that it unfolds serially, at least to our minds. Dynamic inertia increases primacy effects and reduces recency effects, and the impact increases with higher inertia levels. A sizeable primacy effect occurs only with relatively short sequences or rather high levels of choice inertia. We find that recency effects are reduced and primacy effects are increased with variability in quality as compared to without, and that this holds regardless of sequence length. We propose a formal instantiation of the model and, using computer simulations, examine how the sizes of the predicted primacy and recency effects are affected by (a) variability in the quality of the options (b) the number of options presented (sequence length) (c) the level of choice inertia (i.e., the tendency to stick with the current favorite) and (d) whether choice inertia dynamically increases over the sequence. (2009) sketched a sequential updating mechanism, the pairwise-competition model. To account for these primacy and recency effects, Mantonakis et al. People have a stronger preference for options encountered earlier or later in a sequence than for options in the middle of the sequence.
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