Attribute Order Effects on Consumer Judgment: the Role of Ideal Point Availability and Attribute Importance

Ying Jiang, University of Ontario Institute of Technology, Canada
Jing Lei, University of Ontario Institute of Technology, Canada
Bond et al. (2007) show that consumers’ initial disposition toward a product biases their evaluations of subsequent attributes (also known as the “information-distortion” effect). Our research extends this theory by proposing that the availability of a consumer’s ideal points for attributes and the relative importance of the attributes moderate this effect. Specifically, an important attribute will have a stronger distortion effect on subsequent attributes for consumers with (vs. without) ideal points for the attributes. In contrast, a trivia attribute will have a stronger effect on subsequent attributes for consumers without (vs. with) ideal points for the attributes.
[ to cite ]:
Ying Jiang and Jing Lei (2009) ,"Attribute Order Effects on Consumer Judgment: the Role of Ideal Point Availability and Attribute Importance", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1024-1024.