Choice bracketing and experience-based choice

Liat Hadar*, Shai Danziger, Vicki G. Morwitz

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


We examine how choice bracketing affects expected value maximization in experience-based choice. Experience-based choices are a series of individual choices made sequentially, for which feedback follows each choice, and are thus naturally bracketed narrowly. Previous research broadly bracketed multiple experience-based choices for decision makers by aggregating the choices (such that each choice pertained to multiple individual choices) or by reducing feedback frequency. We find that decision makers prompted to actively broad-bracket experience-based choices in the presence of immediate feedback on individual choices (which prompts narrow bracketing) are more likely to choose expected value maximizing options than decision makers prompted to narrow-bracket these choices. This pattern replicated across four studies, using different manipulations of choice bracketing, forms of feedback (partial or full), payoffs (hypothetical or incentive-compatible payoff), subject populations, and when the choices and outcome distribution involved prices or time. We discuss the theoretical and practical implications of our findings.

Original languageEnglish
Pages (from-to)405-418
Number of pages14
JournalJournal of Behavioral Decision Making
Issue number3
StatePublished - Jul 2021


  • choice bracketing
  • expected value maximization
  • experience-based choice
  • feedback


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