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"First in first out" or "last in first out": Presentation of information order on evaluation of utilitarian products
Liu, Matthew Tingchi; Phau, Ian; Teah, Min
2017-05
Source PublicationJOURNAL OF RETAILING AND CONSUMER SERVICES
ISSN0969-6989
Volume36Pages:148-155
AbstractThis study investigates how the presentation order of information may affect the evaluation of utilitarian products. Three experiments with different conditions (hedonic/utilitarian product; experience/search advertisement; unattractive/attractive packaging) were conducted with a total of 334 participants in Macau. This study tests both the affective and cognitive product evaluation. The findings indicate that assimilation effect occurs if the search advertisement of a utilitarian product is presented before and if the consumers have better cognitive evaluation. When an experience advertisement is presented before, contrast effect occurs and affective evaluation is reduced. However, when unattractive packaging is presented before, assimilation effect occurs, and cognitive evaluation is increased. When attractive packaging is presented before, the consumers demonstrate a positive cognitive and affective evaluation for the utilitarian product. These findings contribute to a better understanding of the role of presentation order on the consumers' evaluation of utilitarian products from theoretical and managerial perspectives.
KeywordInformation order effect Assimilation effect Contrast effect Utilitarian product Product evaluation
DOI10.1016/j.jretconser.2017.01.013
URLView the original
Indexed BySSCI
Language英语
WOS Research AreaBusiness & Economics
WOS SubjectBusiness
WOS IDWOS:000401368700015
PublisherELSEVIER SCI LTD
The Source to ArticleWOS
Fulltext Access
Citation statistics
Document TypeJournal article
CollectionDEPARTMENT OF MANAGEMENT AND MARKETING
Recommended Citation
GB/T 7714
Liu, Matthew Tingchi,Phau, Ian,Teah, Min. "First in first out" or "last in first out": Presentation of information order on evaluation of utilitarian products[J]. JOURNAL OF RETAILING AND CONSUMER SERVICES,2017,36:148-155.
APA Liu, Matthew Tingchi,Phau, Ian,&Teah, Min.(2017)."First in first out" or "last in first out": Presentation of information order on evaluation of utilitarian products.JOURNAL OF RETAILING AND CONSUMER SERVICES,36,148-155.
MLA Liu, Matthew Tingchi,et al.""First in first out" or "last in first out": Presentation of information order on evaluation of utilitarian products".JOURNAL OF RETAILING AND CONSUMER SERVICES 36(2017):148-155.
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