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Shall I Tell You Now or Later? Assimilation and Contrast in the Evaluation of Experiential Products

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  • Keith Wilcox
  • Anne L. Roggeveen
  • Dhruv Grewal

Abstract

This research demonstrates that the effect of product information on the evaluation of an experiential product depends on the order with which such information is presented. In a series of experiments, we find that when information is presented before consuming an experiential product, the information results in an assimilation effect such that consumers evaluate the same experience more positively when the product information is favorable compared to when it is unfavorable. More interestingly, we demonstrate that when such information is presented after consuming an experiential product, it results in a contrast effect such that consumers evaluate the same experience more negatively when the product information is favorable compared to when it is unfavorable. These findings have important implications for marketers in a host of experiential categories.

Suggested Citation

  • 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, Journal of Consumer Research Inc., vol. 38(4), pages 763-773.
    • Handle: RePEc:oup:jconrs:doi:10.1086/660702
    DOI: 10.1086/660702
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    Cited by:

    1. Roggeveen, Anne L. & Grewal, Dhruv & Schweiger, Elisa B., 2020. "The DAST Framework for Retail Atmospherics: The Impact of In- and Out-of-Store Retail Journey Touchpoints on the Customer Experience," Journal of Retailing, Elsevier, vol. 96(1), pages 128-137.
    2. Ruan, Yanya & Mezei, József, 2022. "When do AI chatbots lead to higher customer satisfaction than human frontline employees in online shopping assistance? Considering product attribute type," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. 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.
    4. Ketron, Seth & Spears, Nancy, 2017. "Liar, liar, my size is higher: How retailer context influences labeled size believability and consumer responses to vanity sizing," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 185-192.
    5. Liu, Matthew Tingchi & Wong, IpKin Anthony & Tseng, Ting-Hsiang & Chang, Angela Wen-Yu & Phau, Ian, 2017. "Applying consumer-based brand equity in luxury hotel branding," Journal of Business Research, Elsevier, vol. 81(C), pages 192-202.

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