When Option Order Primacy Disappears: The Role of Presentation Order of Loss and Gain

Liu, Yongkun and Kurt P. Munz (2023), "When Option Order Primacy Disappears: The Role of Presentation Order of Loss and Gain," working paper presented at the Ninth Mediterranean Consumer Behavior Symposium Conference Milan.

We observed a primacy effect such that riskier options were chosen more frequently when they were presented first only when gain attributes were described before loss attributes for each option. Future studies will explore the mechanism for this pattern, which may be related to differences in attention assigned to loss and gain.