کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
882538 | 911947 | 2009 | 10 صفحه PDF | دانلود رایگان |
Consumers frequently evaluate multiple sequential cues of varying strengths in order to draw inferences about a product's quality. The results of three experiments show that when consumers are not distracted, they judge a product's quality more favorably following a strong–weak cue sequence relative to a weak–strong sequence (a primacy effect). However once consumers are distracted from the evaluation task, the primacy effect reverses to a recency effect, whereby consumers judge a product's quality more favorably following a weak–strong cue sequence. Process tests suggest that distraction crowds consumers' short-term working memory and inhibits the spontaneous rehearsal and the subsequent recall of the cue presented first in the information sequence.
Journal: Journal of Consumer Psychology - Volume 19, Issue 1, January 2009, Pages 88–97