Conduct An Internet And Literature Search

Conduct an Internet and literature search on the topic of joint versus separate preference reversal. Discuss your findings. In your discussion compare and contrast joint and separate preference reversal. JE/SE reversals have important ramifications for decision making in real life. Arguably, all judgments and decisions are made in joint evaluation mode, in separate evaluation mode, or in some combination of the two. For example, most people in the market for a new car engage in joint evaluation they assemble a number of options before deciding between them. In contrast, academic researchers typically select the research projects they work on sequentiallythat is, one at a time. Very few academics, at least of our acquaintance, collect multiple research project options before deciding between them. Sometimes, the same decision is made in both modes. For example, a prospective home purchaser might initially be shown a series of houses that are on the market (JE), but, if she rejects all of these options, she will subsequently confront a series of accept/reject decisions as houses come on the market (SE). The research we review shows that preferences elicited in JE may be dramatically different from those elicited in SE. Thus, for instance, the type of