行为偏见 第一即是最好的First is Best
The order in which people experience things affects their tastes: they tend to like the first option best. This is the result of a new study by Dana Carney of Berkeley's Haas School of Business and Mahzarin Banaji of Harvard University.
This bias affects commercial decisions, too. Asked which type of chewing gum they preferred, 68% of respondents at a railway station in Boston picked the first stick they were offered. In another experiment, volunteers more often wanted to buy a car from the first salesperson they met rather than the second.
In their paper, entitled "First is Best", the authors contend that the first option in a series will be "consistently preferred" if the person is under time pressure or slightly distracted. Thanks to mobile phones, meetings, and toddlers, that pretty much describes modern life for many people.
The most important place to be first is on Google's rankings, which explains why it is under increasing pressure to make its search algorithm more open. The online giant recently started punishing websites that infringe copyright by listing them further down. This may not blast the pirates out of the water, but it will force them to work harder for their booty.
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