Uncovering the Coexistence of Assimilation and Contrast Effects in Hedonic Sequences

Tanuka Ghoshal, Carnegie Mellon University, USA
Eric Yorkston, Texas Christian University, USA
Joseph Nunes, University of Southern California, USA
Peter Boatwright, Carnegie Mellon University, USA
Most judgments consumers make are parts of sequences and are hence unlikely to be context-free. A general presupposition for much of the work on assimilation and contrast, the two context effects most reliably demonstrated in psychology and marketing, is that one or the other takes place. In this research, we propose that both assimilation and contrast can co-occur within a sequence of experiences and present a multilevel modeling approach separating these effects within a unique, real world data set. We find assimilation is prominent and contrast effects, which may be masked by assimilation, emerge only when we adjust for assimilation.
[ to cite ]:
Tanuka Ghoshal, Eric Yorkston, Joseph Nunes, and Peter Boatwright (2010) ,"Uncovering the Coexistence of Assimilation and Contrast Effects in Hedonic Sequences", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 644-645 .