“When First Is Best”: Why Brand-First Is Superior to Attribute-First During Sequential Presentation of Product Information

Four studies, including a mall intercept, show that consumers’ willingness to pay (WTP) for a product is higher when brand information is presented before attribute information, an effect mediated by brand-elicited affect. This research contributes to feelings-as-information ordered presentation of product features, and derives implications for marketing communication and packaging.



Citation:

Priya Narayanan and Arvind Sahay (2020) ,"“When First Is Best”: Why Brand-First Is Superior to Attribute-First During Sequential Presentation of Product Information", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1120-1120.

Authors

Priya Narayanan, Indian Institute of Management Kozhikode
Arvind Sahay, Indian Institute of Management Ahmedabad



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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