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The Social Context of Temporal Sequences: Why First Impressions Shape Shared Experiences

Author

Listed:
  • RAJESH BHARGAVE

    (UTSA)

  • NICOLE VOTOLATO MONTGOMERY

Abstract

Many hedonic experiences consist of a temporal sequence of episodes, such as viewing a series of paintings in an art gallery. These events may be shared with others (joint context) or experienced alone (solo context). However, past research has mostly studied solo contexts, finding that consumers evaluate experiences with an improving trend more positively than those with a declining trend, due to a recency effect in memory-based evaluations. The present research investigates the moderating role of social context on global evaluations of experiences. Participants instructed to undergo hedonic experiences presented as an improving or declining trend replicated the greater evaluation of improving sequences in solo contexts, but demonstrated an attenuation of this preference in joint contexts. These differences occur because joint experiences trigger a more holistic (less analytic) processing style, contributing to primacy-based assimilation, in which evaluations of later episodes assimilate to first impressions (i.e., evaluations of the start).

Suggested Citation

  • Rajesh Bhargave & Nicole Votolato Montgomery, 2013. "The Social Context of Temporal Sequences: Why First Impressions Shape Shared Experiences," Working Papers 0210mkt, College of Business, University of Texas at San Antonio.
    • Handle: RePEc:tsa:wpaper:0210mkt
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    File URL: http://interim.business.utsa.edu/wps/mkt/0025MKT-744-2013.pdf
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    Citations

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    Cited by:

    1. Carolina Rezende Pereira & Suzane Strehlau, 2016. "Social Bond Development Through Continuous Indebtedness," Journal of Consumer Policy, Springer, vol. 39(2), pages 241-259, June.
    2. Carrozzi, Amelia & Chylinski, Mathew & Heller, Jonas & Hilken, Tim & Keeling, Debbie I. & de Ruyter, Ko, 2019. "What's Mine Is a Hologram? How Shared Augmented Reality Augments Psychological Ownership," Journal of Interactive Marketing, Elsevier, vol. 48(C), pages 71-88.
    3. Nguyen, Stephanie & Didi Alaoui, Mohamed & Llosa, Sylvie, 2020. "When interchangeability between providers and users makes a difference: The mediating role of social proximity in collaborative services," Journal of Business Research, Elsevier, vol. 121(C), pages 506-515.
    4. Lau-Gesk, Loraine & Mukherjee, Sayantani, 2017. "Coping with sequential conflicting emotional experiences," Journal of Business Research, Elsevier, vol. 73(C), pages 1-8.
    5. Su, Lujun & Tang, Binli & Nawijn, Jeroen, 2021. "How tourism activity shapes travel experience sharing: Tourist well-being and social context," Annals of Tourism Research, Elsevier, vol. 91(C).
    6. Coker, Kesha K. & Altobello, Suzanne A., 2018. "Product placements in social settings: The impact of coviewing on the recall of placed brands," Journal of Business Research, Elsevier, vol. 87(C), pages 128-136.

    More about this item

    Keywords

    hedonic experience; temporal sequence; social context; snapshot model; trend;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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