When It Is Best to Be Last: How Constructed Distributions Influence Sequential Judgments

Across experimental and field studies, we find that consumers evaluate attractive options more favorably when they are presented last than when they are presented first. Both experience and expertise moderate these results. We introduce Constructed Distribution Theory to show that consumers construct and revise reference distributions as they evaluate alternatives.



Citation:

Siyuan Yin and Maurice Schweitzer (2021) ,"When It Is Best to Be Last: How Constructed Distributions Influence Sequential Judgments", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 177-178.

Authors

Siyuan Yin, The Wharton School of the University of Pennsylvania
Maurice Schweitzer, The Wharton School of the University of Pennsylvania



Volume

NA - Advances in Consumer Research Volume 49 | 2021



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