ORDER EFFECTS: To Influence Choices, Get There First. “The study found that especially in circumstances under which decisions must be made quickly or without much deliberation, preferences are unconsciously and immediately guided to those options presented first. While there are sometimes rational reasons to prefer firsts, e.g. the first resume is designated on the top of the pile because that person wanted the job the most, Carney says the ‘first is best’ effect suggests that firsts are preferred even when completely unwarranted and irrational.”