The Impact of Sequence Disruptions on Order Effects in Choice: a Script Theoretical Perspective

Matthew Philp, Queen's University, Canada
Antonia Mantonakis, Brock University, Canada
Reid Hastie, University of Chicago, USA
Order effects in choice (i.e., primacy/recency effects) are examined using a script theoretical perspective. Results of two studies show that order effects are found when consumers follow their consumer script because they are less attentive. However, these effects dissipate when this script is disrupted because consumers become more attentive.
[ to cite ]:
Matthew Philp, Antonia Mantonakis, and Reid Hastie (2013) ,"The Impact of Sequence Disruptions on Order Effects in Choice: a Script Theoretical Perspective", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.