Order effects in sequentially judged options due to the direction of comparison

Abstract Many real-world judgment tasks present options in sequence. Typically, these judgments are made step-by-step, immediately after considering each option, or end-of-sequence, after all have been seen. We report similar order effects in both procedures, due to direction of comparison. It appears that judges form an impression of each new option by comparing it to those that preceded it. Using that option’s features as a “checklist,” more weight is given to unique ones than to ones shared with previous options. This unidirectional comparison process produces increasing ratings in options with unique positive features, and decreasing ratings when options have unique negative features. By manipulating the barriers to making multiple comparisons, we show that the direction-of-comparison effect is not limited to judgment tasks with sequential presentation. Even simultaneously presented options may show order effects, if they are judged one at a time—in sequence. Possible explanations and implications are discussed.