The paper, "First is Best," recently published in PLoS ONE by Dana R. Carney, assistant professor of management, University of California, Berkeley's Haas School of Business, and co-author Mahzarin R. Banaji, professor of psychology, Harvard University.
In three experiments, when making quick choices, participants consistently preferred people (salespersons, teams, criminals on parole) or consumer goods presented first as opposed to similar offerings in second and sequential positions. The authors say their findings may have practical applications in a variety of settings including in consumer marketing.
"The order of individuals performing on talent shows like American Idol. The order of potential companies recommended by a stockbroker. The order of college acceptance letters received by an applicant. All of these firsts have privileged status," says Carney. "Our research shows that managers, for example in management or marketing, may want to develop their business strategies knowing that first encounters are preferable to their clients or consumers."