Order in Choice: Effects of Serial Position on Preferences

When several choice options are sampled one at a time in a sequence and a single choice of the best option is made at the end of the sequence, which location in the sequence is chosen most often? We report a large-scale experiment that assessed tasting preferences in choice sets of two, three, four, or five wines. We found a large primacy effect-the first wine had a large advantage in the end-of-sequence choice. We also found that participants who were knowledgeable about wines showed a recency effect in the longer sequences. We conclude with a process model that explains our findings.