How the Order of Sampled Experiential Goods Affects Choice
Three experiments reveal that when evaluating a series of experiential products, consumers exhibit a recency outcome for desirable products, such that they express preference for the desirable product experienced second, but a primacy outcome for undesirable products, such that they express relative preference for the undesirable product experienced first. The underlying process is due to a recency effect, such that there is better recall for the most recently experienced product. The impact of the placement of an undesirable product in a series of two desirable products is also examined.
Dip Biswas, Dhruv Grewal, and Anne Roggeveen (2009) ,"How the Order of Sampled Experiential Goods Affects Choice", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 24-25.
Dip Biswas, Bentley College, USA
Dhruv Grewal, Babson College, USA
Anne Roggeveen, Babson College, USA
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
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