UNIVERSITY OF CALIFORNIA, BERKELEY'S HAAS SCHOOL OF BUSINESS – How people make choices depends on many factors, but a new study finds people consistently prefer the options that come first: first in line, first college to offer acceptance, first salad on the menu – first is considered best.
The paper, "First is Best," recently published in PLoS ONE by Dana R. Carney, assistant professor of management, University of California, Berkeley's Haas School of Business, and co-author Mahzarin R. Banaji, professor of psychology, Harvard University.