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

    Access Status
    Fulltext not available
    Authors
    Liu, M.
    Phau, Ian
    Teah, Min
    Date
    2017
    Type
    Journal Article
    
    Metadata
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    Citation
    Liu, M. and Phau, I. and Teah, M. 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. 36: pp. 148-155.
    Source Title
    Journal of Retailing and Consumer Services
    DOI
    10.1016/j.jretconser.2017.01.013
    ISSN
    0969-6989
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/51471
    Collection
    • Curtin Research Publications
    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.

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