Can Group-and Issue-Related Factors Predict Choice Shift?

Abstract

The phenomenon of choice shift in group decisions has been extensively researched and documented. Existing reviews on choice shift have primarily focused on the theoretical explanations of the phenomenon, and the general prediction is that the direction of the shift will reflect the initial position of the majority of group members. The present article focuses on the effects of group-and issue-related factors on choice shift in groups discussing life dilemmas. Findings indicate that group decisions are more likely to shift toward risk when groups are large, when members do not know each other, when taking risks is socially desirable, when the decision problem provides sufficient information, and with regard to issues on which group members are knowledgeable. Group decisions are more likely to shift toward caution when the decision problem is associated with uncertainty, severe outcomes, and high potential gains. An explanation is proposed and implications for decision-making groups are discussed.