Are millennial students better equipped to overcome choice bias?

Ran Etgar, Emanuel Tamir

Research output: Contribution to journalArticlepeer-review


Although choosing between several alternatives is the basic and most common process of decision-making, it has been well established that when having to decide, people are prone to various biases and seldom elect an alternative rationally. One of the most common and well-researched biases is the ‘choice-bias’ and many researches demonstrated its effect on decision-makers (both high-level and daily decisions) of the previous generations. This research examined the hypothesis that since the psychological development of ‘generation Y’ differs significantly from the researched generations, youth today are more resistant to this specific bias. A lifetime of constant exposure to the overabundance of suggestions and opportunities may have influenced decision-making capabilities. A study conducted on two separate groups of students (256 participants) revealed that no choice bias was observed, unlike similar studies conducted with previous generation populations.

Original languageEnglish
Pages (from-to)373-381
Number of pages9
JournalInternational Journal of Adolescence and Youth
Issue number1
StatePublished - 31 Dec 2020
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2020, © 2020 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.


  • Decision-making
  • FOMO
  • alternatives
  • choice bias
  • millennials
  • students


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