Two-stage decisions increase preference for hedonic options

Rajesh Bhargave, Amitav Chakravarti and Abhijit Guha

Organizational Behavior and Human Decision Processes, 2015, vol. 130, issue C, 123-135

Abstract: When choosing from multiple options, decision-makers may directly choose an option (single-stage decision), or initially shortlist a subset of options, and then choose an option from this shortlist (two-stage decision). Past work suggests that these two decision formats should lead to the same final choice when information about the choice alternatives is held constant. In contrast, this research demonstrates a novel effect: two-stage decisions increase preference for hedonic (vs. utilitarian) options. A regulatory focus account explains this effect. In a two-stage process, after shortlisting, decision-makers feel that they have sufficiently advanced their prevention goals, and this reduces their prevention focus during the final choice stage. Reduced prevention focus, in turn, enhances hedonic preference. Four studies across different decision contexts illustrate this effect and support the underlying process mechanism. The findings suggest that the formal structure of a decision (single-stage vs. two-stage) leads to systematic differences in decision-makers’ choices.

Keywords: Two-stage decisions; Hedonic choices; Utilitarian choices; Regulatory focus (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jobhdp:v:130:y:2015:i:c:p:123-135

DOI: 10.1016/j.obhdp.2015.06.003

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