Articlegold2011

Consumers can make decisions in as little as a third of a second

Milica Milosavljevic · Christof Koch A · Antonio Rangel

88 citations0/0 files storedJudgment and Decision Making

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Decision-Making and Behavioral Economics Visual perception and processing mechanisms Neural and Behavioral Psychology Studies

Abstract

Abstract We make hundreds of decisions every day, many of them extremely quickly and without much explicit deliberation. This motivates two important open questions: What is the minimum time required to make choices with above chance accuracy? What is the impact of additional decision-making time on choice accuracy? We investigated these questions in four experiments in which subjects made binary food choices using saccadic or manual responses, under either “speed” or “accuracy” instructions. Subjects were able to make above chance decisions in as little as 313 ms, and choose their preferred food item in over 70% of trials at average speeds of 404 ms. Further, slowing down their responses by either asking them explicitly to be confident about their choices, or to respond with hand movements, generated about a 10% increase in accuracy. Together, these results suggest that consumers can make accurate every-day choices, akin to those made in a grocery store, at significantly faster speeds than previously reported.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 88 citations exist upstream.

References

1992Thin slices of expressive behavior as predictors of interpersonal consequences: A meta-analysis.1959Control Chart Tests Based on Geometric Moving Averages 2010Visual fixations and the computation and comparison of value in simple choice 2000Control Chart Tests Based on Geometric Moving Averages 2009Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase 1999Visual attention during brand choice: The impact of time pressure and task motivation 1975A Sequential Theory of Psychological Discrimination 2010The Drift Diffusion Model can account for the accuracy and reaction time of value-based choices under high and low time pressure

Cited by

2013The Clinical Obesity Maintenance Model: An Integration of Psychological Constructs including Mood, Emotional Regulation, Disordered Overeating, Habitual Cluster Behaviours, Health Literacy and Cognitive Function 2020The use of event related potentials brain methods in the study of Conscious and unconscious consumer decision making processes 2013Influence of Branding on Preference-Based Decision Making 2021Sound in the Context of (Multi)Sensory Marketing

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.