Single Option Aversion

Participants were exposed to different DVD offering they have to say if they would buy it or don’t : 

  1. Sony : 9% would buy it 
  2. Phillips : 10% would buy it 
  3. both : 66% would buy of them

We tend to be unwilling to decide on one option when it is not presented with another competing one.

See the full study here :

Mochon, D. (2013). Single-option aversion. Journal of Consumer Research40(3), 555-566.

Want to know more about biases?

Default Effect

Functional Fixedness

Humor Effect