It's Not Necessarily Best to Be First  

Oleh:

Reutskaja, Elena ; Fasolo, Barbara

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 91 no. 1 (2013), page 28-29.
Topik: Highest-rated Option; Quality Ranking; Business Research

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.46 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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The finding: People are less likely to choose the highest-rated option in a quality ranking if it appears first on the list. The research: Working with Anna Dixon, the director of policy for the UK’s King’s Fund, Elena Reutskaja and Barbara Fasolo conducted focus groups on how people selected hospitals for nonurgent care. The team used the answers to design an online experiment that showed people performance scores for actual UK hospitals. The researchers asked participants which hospital they’d choose and tracked their cursor movements through a special tool (which approximated their eye movements) as they read the rankings. More people picked the highest-scoring hospital when it was placed in the middle of a horizontally presented list than when it was placed first.

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