Eternal Quest for the Best: Sequential (vs. Simultaneous) Option Presentation Undermines Choice Commitment

Journal Article Eternal Quest for the Best: Sequential (vs. Simultaneous) Option Presentation Undermines Choice Commitment Get access Cassie Mogilner, Cassie Mogilner Search for other works by this author on: Oxford Academic PubMed Google Scholar Baba Shiv, Baba Shiv Search for other works by this author on: Oxford Academic PubMed Google Scholar Sheena S. Iyengar Sheena S. Iyengar Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 39, Issue 6, 1 April 2013, Pages 1300–1312, https://doi.org/10.1086/668534 Published: 30 October 2012