Advances in Consumer Research Volume 17, 1990 Page 541-546 ORDER EFFECTS IN CONSUMER JUDGMENT, CHOICE, AND MEMORY: THE ROLE OF INITIAL PROCESSING GOALS
نویسنده
چکیده
Consumer information processing is a dynamic process that unfolds over time as information is encountered. However, little research exists on the effects of order of presentation on consumer judgment, choice, and memory. A new procedure was developed to permit the detection of order effects in choice as well as in judgment. The results revealed that strong primacy effects in judgment and choice occur when consumers do not expect a final evaluation or choice task. When the choice task is anticipated, however, these primacy effects are eliminated. The results also indicate that the relationship between judgment and memory depends on the pattern of order effects observed in judgment and memory.
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