The lure of choice

We report three studies demonstrating the 'lure of choice' people prefer options that allow them to take further choices over those that do not, even when the extra choices cannot improve the ultimate outcome. In Studies I and 2, participants chose between two options: one solitary item, and a pair of items between which they would then make a further choice. Consistent with the lure of choice, a given item was more likely to be the ultimate choice when it was initially part of a choice pair than when it was offered on its own. We also demonstrate the lure of choice in a four-door version of the Monty Hall problem, in which participants could either stick with their original choice or switch to one of two unopened doors. Participants were more likely to switch if they could first 'choose to choose' between the two unopened doors (without immediately specifying which) than if they had to choose one door straightaway. We conclude by suggesting that the lure of choice is due to a choice heuristic that is very reliable in the natural world, but much less so in a world created by marketers. Copyright (C) 2003 John Wiley Sons, Ltd.