(July 3, 2012) How people make choices
depends on many factors, but a new study finds people consistently prefer the
options that come first: first in line, first college to offer acceptance,
first salad on the menu – first is considered best.
The paper,
“First is Best,” recently published in PLoS ONE 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.
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
authors say their findings may have practical applications in a variety of
settings including in consumer marketing.