Mary has learned in her customer decision-making class how option framing (i.e., OF- and OF+) influences the number of options chosen. She wants to test this using an experiment. She compares two groups (A and B) to confirm this. In group A, she uses a cover story where a sample of 100 customers are trying to make vacation arrangements to Asia using an online travel site. 50 customers are assigned to a travel site called Asian Express, which allows customers to self-customize their vacation package starting from a fully loaded option and giving them the discretion to deselect any options that they do not need. On the other hand, the remaining 50 customers are assigned to an online travel site called Wonderful Asia, which allows customers to self-customize their vacation package starting from scratch (i.e., no options selected to begin with). In group B, she tests the same idea as in group A on a different sample of 100 customers (again 50 assigned to Asian Express and 50 assigned to Wonderful Asia) but this time informs the 100 customers that once you have decided on the final vacation package, you cannot go back and change any options selected or deselected.

• For both groups A and B, which travel site (Asian Express or Wonderful Asia) will end up with customers with more options chosen in the end?
• In which group, either A or B, do you think the difference in the number of options chosen between those using Asian Express and Wonderful Asia will be greater?
• Explain in detail why you think there will be a greater difference in the number of options chosen for the group you selected above