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Simultaneous versus sequential option presentation: A conceptual replication

Author

Listed:
  • Severin Friedrich Bischof

    (University of St.Gallen)

  • Johannes Bauer

    (Gottlieb Duttweiler Institute)

  • Liane Nagengast

    (Zurich University of Applied Sciences)

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.

Suggested Citation

  • Severin Friedrich Bischof & Johannes Bauer & Liane Nagengast, 2025. "Simultaneous versus sequential option presentation: A conceptual replication," Marketing Letters, Springer, vol. 36(2), pages 289-301, June.
    • Handle: RePEc:kap:mktlet:v:36:y:2025:i:2:d:10.1007_s11002-024-09746-2
    DOI: 10.1007/s11002-024-09746-2
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    References listed on IDEAS

    as
    1. Fitzsimons, Gavan J, 2000. "Consumer Response to Stockouts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(2), pages 249-266, September.
    2. Yangjie Gu & Simona Botti & David Faro, 2013. "Turning the Page: The Impact of Choice Closure on Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(2), pages 268-283.
    3. Cassie Mogilner & Baba Shiv & Sheena S. Iyengar, 2013. "Eternal Quest for the Best: Sequential (vs. Simultaneous) Option Presentation Undermines Choice Commitment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1300-1312.
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