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

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