Decision makers typically look at alternatives sequentially and compare each alternative with an implicit favorite.

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Decision makers have a natural tendency to evaluate alternatives sequentially, rather than at the same time.This sequential evaluation occurs partly because all alternatives are not usually available to the decision maker at the same time.Consequently, as a new alternative comes along, it is immediately compared with an implicit favorite-an alternative that the decision maker prefers and that is used as a comparison with other choices.

Decision Makers Typically Look at Alternatives Sequentially and Compare Each