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Searching Ordered Sets: Evaluations from Sequences under Search

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  • Kristin Diehl
  • Gal Zauberman

Abstract

Consumers often search for and choose from ordered sets, commonly from options listed from best to worst. Normatively, such declining orderings maximize expected value from search and should lead to more positive evaluations of the experience compared to searching improving orderings. We demonstrate, however, that amount of search moderates consumers' evaluations of declining versus improving orderings. Search from different orderings exposes consumers to sequences of options characterized by different key psychological moments (trend and end) as well as to different levels of average quality. Greater search can lead to more positive evaluations for improving versus declining orderings because consumers experience more positive moments on which to base their evaluation. Supporting the proposed model, we show that overall evaluations are influenced by differences in these key moments over and above quality changes of the set. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Kristin Diehl & Gal Zauberman, 2005. "Searching Ordered Sets: Evaluations from Sequences under Search," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 824-832, March.
    • Handle: RePEc:oup:jconrs:v:31:y:2005:i:4:p:824-832
    DOI: 10.1086/426618
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    Cited by:

    1. Dimitrov, Dinko & Mukherjee, Saptarshi & Muto, Nozomu & 無藤, 望, 2013. "List-based decision problems," Discussion Papers 2013-02, Graduate School of Economics, Hitotsubashi University.
    2. Ajoy S. Joseph & H. Y. Kamble, 2011. "Buying behaviour of Passenger Car Customers towards Auto Finance – An Empirical Study," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 2(1), pages 66-74, January.
    3. Dominique-Ferreira, Sérgio, 2017. "How important is the strategic order of product attribute presentation in the non-life insurance market?," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 138-144.
    4. Suri, Rajneesh & Cai, Jane Zhen & Monroe, Kent B. & Thakor, Mrugank V., 2012. "Retailers’ Merchandise Organization and Price Perceptions," Journal of Retailing, Elsevier, vol. 88(1), pages 168-179.
    5. Quaschning, Simon & Pandelaere, Mario & Vermeir, Iris, 2014. "When and why attribute sorting affects attribute weights in decision-making," Journal of Business Research, Elsevier, vol. 67(7), pages 1530-1536.
    6. Dimitrios Tsekouras & Benedict G. C. Dellaert & Bas Donkers & Gerald Häubl, 2020. "Product set granularity and consumer response to recommendations," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 186-202, March.
    7. Dinko Dimitrov & Saptarshi Mukherjee & Nozomu Muto, 2016. "‘Divide-and-choose’ in list-based decision problems," Theory and Decision, Springer, vol. 81(1), pages 17-31, June.
    8. Kivilcim Dogerlioglu-Demir & Cenk Koçaş & Nilsah Cavdar Aksoy, 2023. "The role of presentation order in consumer choice: the abrupt disparity effect," Marketing Letters, Springer, vol. 34(2), pages 251-268, June.
    9. Halbauer, Ingo & Jacob, Saskia & Klarmann, Martin, 2022. "Brand presentation order in voice shopping: Understanding the effects of sequential product presentation," Journal of Retailing, Elsevier, vol. 98(4), pages 759-778.
    10. Yi, Sangyoon & Kim, Dongyeon & Ju, Jaehyeon, 2022. "Recommendation technologies and consumption diversity: An experimental study on product recommendations, consumer search, and sales diversity," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    11. Choudhary, Vidyanand & Currim, Imran & Dewan, Sanjeev & Jeliazkov, Ivan & Mintz, Ofer & Turner, John, 2017. "Evaluation Set Size and Purchase: Evidence from a Product Search Engine," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 16-31.
    12. Currim, Imran S. & Mintz, Ofer & Siddarth, S., 2015. "Information Accessed or Information Available? The Impact on Consumer Preferences Inferred at a Durable Product E-commerce Website," Journal of Interactive Marketing, Elsevier, vol. 29(C), pages 11-25.
    13. Xu, Yunjie (Calvin) & Kim, Hee-Woong, 2008. "Order Effect and Vendor Inspection in Online Comparison Shopping," Journal of Retailing, Elsevier, vol. 84(4), pages 477-486.
    14. Yan-Kwang Chen & Fei-Rung Chiu & Hung-Chang Liao & Chien-Hua Yeh, 2016. "Joint optimization of inventory control and product placement on e-commerce websites using genetic algorithms," Electronic Commerce Research, Springer, vol. 16(4), pages 479-502, December.

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