Simultaneous versus sequential option presentation: A conceptual replication

Severin Friedrich Bischof (), Johannes Bauer () and Liane Nagengast ()
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Severin Friedrich Bischof: University of St.Gallen
Johannes Bauer: Gottlieb Duttweiler Institute
Liane Nagengast: Zurich University of Applied Sciences

Marketing Letters, 2025, vol. 36, issue 2, No 9, 289-301

Abstract: Abstract By investigating the impact of different presentation orders, Mogilner et al. (2013) demonstrated that consumers are more satisfied and committed when the options of a choice set were presented all at once (simultaneously) rather than one at a time (sequentially). We replicate this effect in the online dating context across two studies and demonstrate that choosers are more satisfied and committed if they viewed all dating profiles simultaneously rather than sequentially when making their choice. This effect is mainly driven by regret arising from foregoing options in sequential settings.

Keywords: Simultaneous choice; Sequential choice; Choice satisfaction; Online dating (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11002-024-09746-2

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