To send content items to your account,
please confirm that you agree to abide by our usage policies.
If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account.
Find out more about sending content to .
To send content items to your Kindle, first ensure email@example.com
is added to your Approved Personal Document E-mail List under your Personal Document Settings
on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part
of your Kindle email address below.
Find out more about sending to your Kindle.
Note you can select to send to either the @free.kindle.com or @kindle.com variations.
‘@free.kindle.com’ emails are free but can only be sent to your device when it is connected to wi-fi.
‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.
Christopher K. Hsee, Professor of Behavioral Sciences and Marketing, University of Chicago Graduate School of Business,
George Loewenstein, Professor of Economics and Psychology, Carnegie Mellon University,
Sally Blount, Dean of the Undergraduate College and the Abraham L. Gitlow Professor of Management, New York University Stern School of Business,
Max H. Bazerman, Jesse Isidor Straus Professor of Business Administration, Harvard Business School
In normative accounts of decision making, all decisions are viewed as choices between alternatives. Even when decision makers appear to be evaluating single options, such as whether to buy a particular car or to go to a certain movie, they are seen as making implicit tradeoffs. The potential car owner must trade off the benefits of car ownership against the best alternative uses of the money. The potential moviegoer is not just deciding whether to go to a movie but also between going to a movie and the next best use of her time, such as staying home and watching television.
At a descriptive level, however, there is an important distinction between situations in which multiple options are presented simultaneously and can be easily compared and situations in which alternatives are presented one at a time and evaluated in isolation. We refer to the former as the joint evaluation (JE) mode and to the latter as the separate evaluation (SE) mode. We review results from a large number of studies that document systematic changes in preferences between alternatives when those alternatives are evaluated jointly or separately. We show that these JE/SE reversals can be explained by a simple theoretical account, which we refer to as the evaluability hypothesis.
JE/SE reversals have important ramifications for decision making in real life. Arguably, all judgments and decisions are made in JE mode, in SE mode, or in some combination of the two.
Email your librarian or administrator to recommend adding this to your organisation's collection.