Belief Bracketing: Can Partitioning Information Change Consumer Judgments?

Suzanne Shu, University of Chicago
George Wu, University of Chicago
EXTENDED ABSTRACT - When evaluating a product or service, consumers seek out information to judge whether that specific product will meet certain needs. As consumers gather such information, marketers choose how much information to provide at any one time. Consider, for example, a consumer forming a judgment about a restaurant who sees reviews one or two at a time, as compared to seeing a dozen all at once. Is it possible that breaking information into smaller or larger partitions has an effect on beliefs about the product under consideration? In other words, can presenting information in broad versus narrow brackets influence product assessment? This question motivates the research presented here.
[ to cite ]:
Suzanne Shu and George Wu (2004) ,"Belief Bracketing: Can Partitioning Information Change Consumer Judgments?", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 18-19.