Multiple options in the past and the present: The impact on inaction inertia

Marijke van Putten · Marcel Zeelenberg · Eric van Dijk

19 citations0/0 files storedJournal of Behavioral Decision Making

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Decision-Making and Behavioral Economics Experimental Behavioral Economics Studies Behavioral Health and Interventions

Abstract

Abstract Inaction inertia is the effect that people do not act on an attractive opportunity only because they previously missed a more attractive opportunity. We investigated the effect of the presence of alternative options on the occurrence of this effect. We hypothesized and found that the likelihood to act on a current opportunity increases when evaluated in the context of another current option compared to when it is presented separately (Experiments 1 and 2). Likelihood of action decreases when the missed opportunity is presented next to another missed opportunity (Experiment 3). We conclude that when multiple options are currently present, the impact of the missed opportunity as a point of reference decreases, and that when multiple options are missed, the impact of these missed opportunities as a point of reference increases. These results are discussed in light of the literatures about inaction inertia and multiple options. Copyright © 2008 John Wiley & Sons, Ltd.

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References

2000Choices, Values, and Frames 2000When choice is demotivating: Can one desire too much of a good thing?1985The psychology of sunk cost 2000When choice is demotivating: Can one desire too much of a good thing?1992Choice under Conflict: The Dynamics of Deferred Decision 2000Self-determination: The tyranny of freedom.1999Preference reversals between joint and separate evaluations of options: A review and theoretical analysis.1998Will Products Look More Attractive When Presented Separately Or Together?

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