Order Effects of Evaluating Product Samples With Different Degrees of Experientiality

The results of two experiments highlight how the degree of experientiality of sampled products might influence order effects of product serial position. The results suggest a somewhat inverted U-shaped pattern of results. That is, when evaluating a sequence of products with very low degree of experientiality (such as stimuli in printed format), primacy effects are observed. For a sequence of products with moderate degree of experientiality (such as audio clips), strong recency effects are observed. When the degree of experientiality gets higher (such as for video/movie clips), weaker recency effects are observed.


Dipayan Biswas, Sayantani Mukherjee, and Subimal Chatterjee (2011) ,"Order Effects of Evaluating Product Samples With Different Degrees of Experientiality", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: .


Dipayan Biswas, Bentley University, USA
Sayantani Mukherjee, California State University, USA
Subimal Chatterjee, Binghamton University, USA


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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