Attribute Order Effects on Consumer Judgment: the Role of Ideal Point Availability and Attribute Importance
Bond et al. (2007) show that consumers’ initial disposition toward a product biases their evaluations of subsequent attributes (also known as the “information-distortion” effect). Our research extends this theory by proposing that the availability of a consumer’s ideal points for attributes and the relative importance of the attributes moderate this effect. Specifically, an important attribute will have a stronger distortion effect on subsequent attributes for consumers with (vs. without) ideal points for the attributes. In contrast, a trivia attribute will have a stronger effect on subsequent attributes for consumers without (vs. with) ideal points for the attributes.
Ying Jiang and Jing Lei (2009) ,"Attribute Order Effects on Consumer Judgment: the Role of Ideal Point Availability and Attribute Importance", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1024-1024.
Ying Jiang, University of Ontario Institute of Technology, Canada
Jing Lei, University of Ontario Institute of Technology, Canada
NA - Advances in Consumer Research Volume 36 | 2009
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