Order Effects of Sampling Sequential Products With Similar Versus Dissimilar Sensory Cues

Dipayan Biswas, University of South Florida, USA
Lauren Labrecque, Loyola University Chicago, USA
Donald Lehmann, Columbia University, USA
Ereni Markos, Quinnipiac University, USA
The results of three experiments (two laboratory and one field) show that when sampling a sequence of sensory-rich products that are similar (dissimilar) on sensory cues, consumers prefer the first (last) product in the sequence. This research helps resolve conflicting findings of prior findings on order effects for experiential products.
[ to cite ]:
Dipayan Biswas, Lauren Labrecque, Donald Lehmann, and Ereni Markos (2012) ,"Order Effects of Sampling Sequential Products With Similar Versus Dissimilar Sensory Cues", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1075-1076.