Which is better: Simultaneous or sequential choice?

The term "diversification bias" refers to the tendency for people to take m ore variety when choosing several items simultaneously than when choosing t hem sequentially, In this article, me investigate whether this really is a bias by measuring evaluations of sets chosen simultaneously or sequentially , In Experiment 1 participants made two choices between audio tracks for co nsecutive consumption. Participants liked low-variety sets most and were mo re likely to choose high-variety sets in simultaneous choice. In Experiment 2 participants chose between three gambles which varied in the probability of winning and their-expected value. Again, simultaneous choices seemed wo rse than sequential ones: The simultaneous-choice groups took far more low expected. value gambles than did sequential-choice subjects and rated their enjoyment as lower We conclude that simultaneous choice often leads to out comes that are worse than sequential choice and discuss the circumstances w hen this is likely-to he,true. (C) 2000 Academic Press.