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“First in first out†or “last in first out†: Presentation of information order on evaluation of utilitarian products

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  • Tingchi Liu, Matthew
  • Phau, Ian
  • Teah, Min

Abstract

This study investigates how the presentation order of information may affect the evaluation of utilitarian products. Three experiments with different conditions (hedonic/utilitarian product; experience/search advertisement; unattractive/attractive packaging) were conducted with a total of 334 participants in Macau. This study tests both the affective and cognitive product evaluation. The findings indicate that assimilation effect occurs if the search advertisement of a utilitarian product is presented before and if the consumers have better cognitive evaluation. When an experience advertisement is presented before, contrast effect occurs and affective evaluation is reduced. However, when unattractive packaging is presented before, assimilation effect occurs, and cognitive evaluation is increased. When attractive packaging is presented before, the consumers demonstrate a positive cognitive and affective evaluation for the utilitarian product. These findings contribute to a better understanding of the role of presentation order on the consumers’ evaluation of utilitarian products from theoretical and managerial perspectives.

Suggested Citation

  • Tingchi Liu, Matthew & Phau, Ian & Teah, Min, 2017. "“First in first out†or “last in first out†: Presentation of information order on evaluation of utilitarian products," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 148-155.
  • Handle: RePEc:eee:joreco:v:36:y:2017:i:c:p:148-155
    DOI: 10.1016/j.jretconser.2017.01.013
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    References listed on IDEAS

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    7. Rajesh Bagchi & Derick F. Davis, 2012. "$29 for 70 Items or 70 Items for $29? How Presentation Order Affects Package Perceptions," Journal of Consumer Research, Oxford University Press, vol. 39(1), pages 62-73.
    8. Keith Wilcox & Anne L. Roggeveen & Dhruv Grewal, 2011. "Shall I Tell You Now or Later? Assimilation and Contrast in the Evaluation of Experiential Products," Journal of Consumer Research, Oxford University Press, vol. 38(4), pages 763-773.
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    Cited by:

    1. Cheng, Peiyao & Zhang, Chao, 2023. "Show me insides: Investigating the influences of product exploded view on consumers’ mental imagery, comprehension, attitude, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

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