It’S Not Always Either/Or: the Simultaneous Effects of Assimilation and Contrast

A hierarchical Bayesian estimation on data from a beer-brewing competition reveals that a single evaluation within a hedonic sequence is simultaneously affected by both assimilation and contrast effects to prior items, hitherto considered mutually exclusive. We experimentally test moderating factors on another dataset of sequential evaluation of jokes.


Tanuka Ghoshal, Eric Yorkston, Joseph Nunes, and Peter Boatwright (2013) ,"It’S Not Always Either/Or: the Simultaneous Effects of Assimilation and Contrast", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 289-290.


Tanuka Ghoshal, Indian School of Business, India
Eric Yorkston, Texas Christian University,USA
Joseph Nunes, University of Southern California, USA
Peter Boatwright, Carnegie Mellon University, USA


E - European Advances in Consumer Research Volume 10 | 2013

Share Proceeding

Featured papers

See More


Data... the 'Hard' & 'Soft' of it: Impact of Embodied Metaphors on Attitude Strength

Sunaina Shrivastava, University of Iowa, USA
Gaurav Jain, Rensselaer Polytechnic Institute
JaeHwan Kwon, Baylor University
Dhananjay Nayakankuppam, University of Iowa, USA

Read More


E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption

Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA

Read More


F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising

Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.