A series of Duke University experiments shows that quick choices lean heavily on first impressions, while choices made after a night of sleep become more balanced. In the tasks, people judged the value of boxes filled with mixed items. When they decided right away, they favored boxes that showed the good items first, and they even guessed those boxes were worth more than they really were. This pattern is an example of primacy bias, the tendency to give too much weight to the first information we see. After an overnight delay, people no longer preferred only the boxes that started strong, they treated boxes with valuable items at the beginning, middle, or end more equally.
The researchers suggest that sleep helps the brain knit the whole experience into memory, a process called memory consolidation, so later choices rely less on the opening moments and more on the overall pattern of rewards. Notably, making people evaluate immediately could lock in that first impression, which then carried over to the next day.
In daily life, the message is simple. First impressions can be useful when you need to screen fast, like skimming a book’s first pages. But when the choice has longer term effects, such as hiring, dating, or big purchases, waiting until the next day can reduce first impression bias and support a fairer judgment.
Journal of Experimental Psychology: General – First impressions or good endings? Preferences depend on when you ask – 2024
Peer reviewed research showing that immediate evaluations are biased toward early rewards, while next day evaluations weight clusters of rewards anywhere in the sequence more evenly. The authors propose that overnight consolidation supports this shift, and that evaluating immediately can create a lasting primacy bias.
Duke University News – Yet another reason why you should sleep on it before making an important decision – 2024-09-23
University press release explaining the experiments in plain language, noting that snap judgments can help with quick screening, but delaying a choice for a day supports more thoughtful decisions with longer term stakes.
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