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Day after day, people are faced with the same dilemma; “what’s for dinner? I don’t want to cook tonight, let’s order fast food”. At this point, our brains begin naming fast food chains; the two that likely come to mind are probably McDonalds or Burger King. After all, these two fast food chains are the highest grossing and most ubiquitous fast food joints in the country. However, what about other overlooked options like Chick Fil A or Jack in the Box? Both of these chains serve larger portions for a cheaper price. It’s too late, however, as you have already ordered your Big Mac or Whopper.
According to psychologist Karolina Lampert P.h.D, “The most common choices have a strong impact on our decision process and, as such, we may end up with something less satisfying because we didn’t think of something different in the moment”. Companies take advantage of this fact and raise their pieces knowing customers will instinctively think of McDonalds before Chick Fil A. “Oftentimes we don’t want to put in the effort of generating alternatives as opposed to an option that readily available”, says Lampert.
In a 2020 study, participants were asked to enter the first number that came to mind for various prompts such as “number of hours spent on cell phone” or “a time to eat breakfast”. A dependent variable group of people were asked the enter the ideal number of hours spent on cell phones or the ideal time to eat breakfast . The study found that the latter group of people’s responses varied more widely while the former answered similarly or absentmindedly. This study also shows that certain outcomes are chosen multiple times which can further detriment one’s decision making process.
Next time we are asked what takeout to order, rather than blurting out the typical McDonalds or Burger King, think about other restaurants such as Taco Bell, Wendy’s, or KFC. Being more open to making decisions will ensure the most desirable outcome is achieved and that we are not missing out on a better deal.
