Millennials grew up facing more choices on a daily basis than any generation before them. Here’s how that impacted their decision-making abilities.
with this new generation of experts who’ve grown up in a world of endless options. The model of decision-making proposed by the authors to test their proposal is based on the “default choice” idea that “individuals tend to retreat to the status quo as decisions become more complicated” . This would be fine if, in fact, the default was the better choice. However, the risk is that default choices lead to suboptimal outcomes.
Think about the study this way. Perhaps you’ve got a bathroom that definitely needs new towels . You find one set you’d like to buy which clearly seems worth the investment. However, as you’re about to push that blinking red"purchase” button, the website shows you two very appealing options.
As it turned out, the Millennials in the Etgar and Tamir data didn't show that default choice bias. When given two choices , the majority chose the alternative. When given three choices they tended to be less likely to stick with the default as well. Both sets of students divided their preferences between the two alternatives, suggesting that they weren't overburdened by the cognitive load of the task.
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