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Love at first sight: The effect of presentation order on evaluation of experiential options in luxury tour packages

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  • Hung, Yu-Chen
  • Song, Liang
  • Chao, Chih-Wei (Fred)
  • Guan, Chong

Abstract

This study examined how serial order and information format jointly determine consumers' preferences of tour packages. The results showed that the option viewed first in a sequence was preferred (vs. not preferred) when the information format facilitated (vs. inhibited) narrative processing. Preference shifts to the first viewed option due to narrative processing was prominent among consumers with defensive attitudes to self-threats and in circumstances where the first option was challenged by an attractive alternative. Three experiments were conducted and showed that narrative processing enhanced attachments to the first option if consumers simulated the experience, which in turn motivated them to be consistent in subsequent evaluations. Managerially, these findings suggest that in addition to emphasizing the importance of occupying the first position in a series of advertisements and products, marketers should also facilitate experience simulations rather than focusing solely on the attributes of luxury tours.

Suggested Citation

  • Hung, Yu-Chen & Song, Liang & Chao, Chih-Wei (Fred) & Guan, Chong, 2017. "Love at first sight: The effect of presentation order on evaluation of experiential options in luxury tour packages," Journal of Business Research, Elsevier, vol. 81(C), pages 181-191.
    • Handle: RePEc:eee:jbrese:v:81:y:2017:i:c:p:181-191
    DOI: 10.1016/j.jbusres.2017.06.011
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    References listed on IDEAS

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    Cited by:

    1. Adriana Grigorescu & Amalia-Elena Ion, 2022. "Qualitative Analysis of Sustainability and Innovation Within the Luxury Business Sector," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(4), pages 3150-3171, December.
    2. Hasford, Jonathan & Hardesty, David M. & Kidwell, Blair, 2019. "Deliberation or distraction: How the presentation format of choice information impacts complex decision making," Journal of Business Research, Elsevier, vol. 103(C), pages 195-205.
    3. Grigorescu Adriana & Ion Amalia Elena, 2020. "Innovation and product management – The direction of the 21st century luxury market," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 1035-1045, July.

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