In an experiment, people were given two imaginary ice cream servings…
When the choices were presented separately, participants were willing to pay more for a smaller scoop of ice cream that was overflowing, compared to a bigger scoop not filled to the top.
The way options are presented can change how we perceive an item’s value.
See the full study here :
Hsee, C. K. (1998). Less is better: When low‐value options are valued more highly than high‐value options. Journal of Behavioral Decision Making, 11(2), 107-121.
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