Why is the grass greener on the other side? Decision modes and location choice by wind energy investors

This study examines the role of decision modes, defined as the qualitatively different manners in which choices are made, in location choices, which is a critical investment decision type. While the research has primarily emphasised critical antecedents of location choices, namely context-level, task-level or individual-level factors, we uncover the critical role of the decision process by investigating decision-making modes. Based on a verbal protocol study in a choice experiment of 12 location choices for wind energy projects, we uncover systematic differences in the utilised decision modes and their interactions. We showcase that one decision mode type, recognition mode, leads to an asymmetric evaluation of the project location options and is triggered by institutionalised expectations and beliefs. With these findings, we contribute to the literatures concerned with the psychology of location choices and investment decision-making generally.