Preference Reversals between Joint and Separate Evaluations of Options: A Review and Theoretical Analysis

  title={Preference Reversals between Joint and Separate Evaluations of Options: A Review and Theoretical Analysis},
  author={Christopher K. Hsee and George Loewenstein and Sally Blount and Max H. Bazerman},
  journal={Harvard Business School: Negotiation},
Arguably, all judgments and decisions are made in 1 (or some combination) of 2 basic evaluation modes-joint evaluation mode (JE), in which multiple options are presented simultaneously and evaluated comparatively, or separate evaluation mode (SE), in which options are presented in isolation and evaluated separately. This article reviews recent literature showing that people evaluated options differently and exhibit reversals of preferences for options between JE and SE. The authors propose an… Expand
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