It's Not Necessarily Best to Be First.

• Autores: Elena Reutskaja, Barbara Fasolo
• Localización: Harvard business review, ISSN 0017-8012, Vol. 91, Nº 1, 2013, págs. 28-29
• Idioma: inglés
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• Resumen

  • An interview is presented with marketing professor Elena Reutskaja and management professor Barbara Fasolo, focusing on their study of how consumers choose a hospital when presented with a list of hospitals rated for quality. They explain their finding that subjects were more likely to select the top-rated hospital when it appeared in the middle of the list rather than when it appeared first. Cognitive patterns affecting such decision-making are discussed.