Less-is-Better Effect
A type of preference reversal that occurs when the lesser or smaller alternative of a proposition is preferred when evaluated separately, but not evaluated together.
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Origin
Described by behavioral economist Christopher Hsee in a 1998 study. People would pay more for 24 undamaged dishes than for 40 dishes that included 31 good ones and 9 broken — even though the larger set contained more usable dishes. When evaluated separately (not side-by-side), we judge by how easily something can be assessed, not by objective quantity.
Updated February 22, 2026