Journal of Marketing Research
People frequently make repeated decisions from among the same set of options, such as selecting a place for lunch from the restaurants close to work. This research finds that prompting people to make each decision by rejecting the options they like less (vs. choosing the options they like more) increases their likelihood of sticking with the same options across the decisions.
Minzhe Xu is an assistant professor of marketing. His paper is published in the Journal of Marketing Research.