> Sanbonmatsu et al. (1991) studied consumer choice between multiple brands and products. Experiments demonstrated that when deciding what to buy, consumers sea

> Sanbonmatsu et al. (1991) studied consumer choice between multiple brands and products. Experiments demonstrated that when deciding what to buy, consumers search for unique features instead of common ones among alternatives before making their choice. Bolton (2003) further found that even when decision makers are forced to consider more alternatives, including counterfactuals, decisions are still biased towards the initial scenario, which is typically based on availability bias and the inside view. Again, this supports our interpretation that uniqueness bias is likely the outcome of information processing by decision makers rather than an expression of hindsight bias. This seems like a far-fetched conclusion to me. Neither of these two studies seem to suggest that people do not significantly overestimate uniqueness of projects in hindsight. The 2003 study seems completely unrelated. How does bias torwards the inital scenario imply a uniqueness bias? That would require uniqueness to be the initial scenario. If anything, I would claim the opposite. The 1991 study may imply that people tend to focus on unique aspects. Claiming that this tendency in product choice carries over to project management is a strecht imo. And even if it did, that would still not be a strong argument for the conclusion.