The downside of choice: Having a choice benefits enjoyment, but at a cost to efficiency and time in visual search

The efficiency of how people search for an item in visual search has, traditionally, been thought to depend on bottom-up or top-down guidance cues. However, recent research has shown that the rate at which people visually search through a display is also affected by cognitive strategies. In this study, we investigated the role of choice in visual search, by asking whether giving people a choice alters both preference for a cognitively neutral task and search behavior. Two visual search conditions were examined: one in which participants were given a choice of visual search task (the choice condition), and one in which participants did not have a choice (the no-choice condition). The results showed that the participants in the choice condition rated the task as both more enjoyable and likeable than did the participants in the no-choice condition. However, despite their preferences, actual search performance was slower and less efficient in the choice condition than in the no-choice condition (Exp. 1). Experiment 2 showed that the difference in search performance between the choice and no-choice conditions disappeared when central executive processes became occupied with a task-switching task. These data concur with a choice-impaired hypothesis of search, in which having a choice leads to more motivated, active search involving executive processes.