Sequential Choice Definition
The term sequential choice is mostly used in contrast to simultaneous choice. Both terms refer to the selection of a series of items for subsequent consumption, for example, when selecting a set of snacks to be consumed one per day during the next week. Sequential choice refers to choosing a single product at a time and consuming this product before selecting the next one (e.g., selecting one of the snacks on the day of its consumption). In contrast, simultaneous choice is the selection of several items all at once for consumption one after another over time (e.g., selecting all snacks simultaneously before or on the first day of its consumption).
Sequential Choice Explanation and Details
The concepts of sequential and simultaneous choice are used primarily in consumer psychology. Research shows that the two strategies lead to different decision outcomes. A person who is choosing products sequentially makes less diverse decisions than does a person who is choosing products simultaneously. For example, a person making a sequential choice often chooses identical products (e.g., the same chocolate bar) rather than different ones, whereas a person making choices simultaneously often chooses a greater variety of products (e.g., chocolate bars of different tastes). Explanations for this difference have been studied experimentally: When making a simultaneous choice, a person has to think simultaneously about various consumption situations in the future; that is, in one situation a person has to select several products that will be consumed later in several different occasions. This process requires a lot of time and effort. People also overestimate the possibility that their preference for a product will change in the future. Consequently, people choose a greater variety of products to simplify their decision. These aspects have no or only little influence when making choices sequentially. Compared with a simultaneous choice, sequential choice is the easier task: A person only has to select the most preferred product out of several products. Consequently, experiments show that people making decisions sequentially feel more confident about their decisions than making decisions simultaneously.
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Which strategy yields a better outcome depends on the situation: Studies show that especially in situations when independent products have to be selected (e.g., music CDs, snacks), the chosen product is liked more when choices are made sequentially instead of simultaneously. The reason is that people who make sequential choices focus on their needs in a given situation disregarding any irrelevant information (e.g., product preferences in the future). Instead, in situations when interdependent items have to be selected (e.g., furniture for an apartment), the outcomes of simultaneous choices are favored over those of sequential choices because the products will be used together.
Examples of products that have been used to investigate sequential and simultaneous choices are food (e.g., snacks, yogurt, meals), drinks (e.g., soft drinks, juices), music songs, and gambles.
Reference:
- Simonson, I. (1990). The effect of purchase quantity and timing on variety-seeking behavior. Journal of Marketing Research, 27,150-162.