A Belief Updating Perspective of Combining Information From Sequential Sources: the Role of the Focal Hypothesis

Prior literature makes contradictory predictions as to how people might form product judgments while combining sequential information. Normative models, such as Bayes’ theorem or the averaging model, would be indifferent to the sequential position of the information sources. In contrast, research in the domain of primacy and recency effects have shown that the sequential position of an information source would influence consumer final product judgments. Using a belief-updating perspective, and building on Lay Epistemic theory, we find that under high focalism bias, consumer product judgments are maximized when the most credible information source is presented sequentially last.



Citation:

Dipayan Biswas, Anne Roggeveen, and Dhruv Grewal (2007) ,"A Belief Updating Perspective of Combining Information From Sequential Sources: the Role of the Focal Hypothesis", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research.

Authors

Dipayan Biswas, Bentley College, USA
Anne Roggeveen, Babson College, USA
Dhruv Grewal, Babson College, USA



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

Spreading of Alternatives Without a Perception of Choice

Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA

Read More

Featured

Green Experiences: Using Green Products Improves the Accompanying Consumption Experience

Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Featured

K12. Use language to change people’s mind: The persuasive power of online marketing communications

Xun He, Katholieke University Leuven, Belgium
Barbara Briers, Vlerick Business School
Luk Warlop, Norwegian School of Management, Norway

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.