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The role of presentation order in consumer choice: the abrupt disparity effect

MARKETING LETTERS 2023年第2期34卷 251-268页

作者： Dogerlioglu-Demir, Kivilcim Kocas, Cenk Aksoy, Nilsah Cavdar Sabanci Univ Orhanli Tuzla Sch Management TR-34956 Istanbul Turkey Galatasaray Univ Ortakoy Besiktas Dept Business Adm TR-34353 Istanbul Turkey

Extant research in presentation of products in a product line shows that price structure of items affects consumers' decision-making. Extremeness aversion may hinder individuals to choose premium options in a product line. Thus, our paper aims at finding a viable way to promote the most expensive (and highest quality) items in relatively large choice sets. We introduce the abrupt disparity effect which suggests that the choice probability of the premium product increases when consumers are exposed to a series of items that are presented in an ascending price (and quality) order that is capped with an extremely inferior option positioned right next to the premium. In five experiments, we explore the abrupt disparity effect that has not been hitherto examined in the marketing literature. We hope to illustrate this new ordering effect, its boundary conditions, and provide novel insights to marketers.

关键词： Habituation Contrast effect Abrupt disparity effect presentation order Product line

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The Effects of Negative Online Reviews on Consumer Perception, Attitude and Purchase Intention: Experimental Investigation of the Amount, Quality, and presentation order of eWOM

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ACM TRANSACTIONS ON ASIAN AND LOW-RESOURCE LANGUAGE INFORMATION PROCESSING 2021年第3期20卷 1–21页

作者： Liao, Hsiu-Li Huang, Zhen-Yu Liu, Su-Houn Chung Yuan Christian Univ Coll Business 200 Chungpei Rd Taoyuan 32023 Taiwan Cent Michigan Univ Coll Business Adm Grawn Hall 319 Mt Pleasant MI 48859 USA

The quick growth and fast spread of electronic word-of-mouth (eWOM) have created a new threat to Internet merchants and marketers through paid online reviewers flooding sites with product and service reviews that could confuse and deter customers. This study examined the effects of the posts by paid reviewers-specifically, the negative reviews-on consumers' risk perception, product attitude, and purchase intention. While extant research examined negative eWOM as an information source, little attention has been paid to the role of a hired reviewer's post aimed at destroying the reputation of certain targets (InternetWater Army Attack [IWAA]). To gain a better understanding of this phenomenon, three experiments were conducted to investigate the effects of the amount, quality, and presentation order of negative eWOM on consumers' perception change and decision making. We tested the hypothesis using a test environment that mimicked a PTT online forum (https://***/) in Taiwan. Three simulation cases (smartphone, digital camera, and tablet) based on real-world events were used. A total of 193 participants completed all three experiments and provided valid responses. The results of this study are mostly consistent with previous research findings that online marketing is greatly threatened by negative eWOM. Nevertheless, it was also found that the effects of the amount, quality, and presentation order of negative eWOM are more complicated than we have anticipated. The findings revealed that IWAA can effectively increase customers' risk perception toward a product and change their attitude and purchase intention.

关键词： Information amount information quality negative reviews presentation order word-of-mouth

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(Why) does comment presentation order matter for the effects of user comments? Assessing the role of the availability heuristic and the bandwagon heuristic

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COMMUNICATION RESEARCH REPORTS 2021年第4期38卷 217-228页

作者： Kuempel, Anna Sophie Unkel, Julian Tech Univ Dresden Inst Media & Commun Zellescher Weg 17 D-01069 Dresden Germany Ludwig Maximilians Univ Munchen Dept Media & Commun Munich Germany

Research has shown that user comments influence peoples' perceptions, with recent evidence suggesting that comment presentation order (e.g., whether comments are presented prior to/after the commented item) may alter the strength of comments' effects. Considering the implications of this finding for content producers, the informed design of experiments, and the interpretation of prior studies, this study aimed (1) to replicate a recent study on comment presentation order, and (2) to identify why (negative) comments presented after an article seem to have stronger effects on users' perceptions. A pre-registered experiment with 325 participants provided inconclusive evidence of the predicted presentation order effect and did not allow for further investigations of the underlying reasons. Overall, the findings highlight the ongoing need for studying the conditions under which effects of user comments occur.

关键词： Online news user comments social media journalistic quality presentation order elaboration bandwagon perceptions

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Communication of food waste messages: The effects of communication modality, presentation order, and mindfulness on food waste reduction intention

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INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT 2021年 96卷 102962-102962页

作者： Olavarria-Key, Nicole Ding, Anni Legendre, Tiffany S. Min, Jihye Univ Houston Conrad N Hilton Coll Hotel & Restaurant Managemen 4450 Univ Dr 227 Houston TX 77204 USA Univ Houston Conrad N Hilton Coll Hotel & Restaurant Managemen 4450 Univ Dr 227S244 Houston TX 77204 USA Univ North Texas Coll Merchandising Hospitality & Tourism Chilton Hall 331410S Ave C Denton Denton TX 76201 USA

This study investigates how businesses can persuade customers to participate in food waste reduction efforts by using communication strategies. Grounded in information processing and persuasion theories, we conducted two studies. In study 1, a focus group interview was performed to explore how customers process food waste communication from foodservice operations. In study 2, a 2 (communication modality: written vs. verbal) x 2 (presentation order: before meals vs. during meals) x 2 (mindfulness: low vs. high) between-subjects design quasi experiment was conducted to examine these interaction effects on customers' intention to support the restaurants' food waste reduction efforts. The findings are consistent across the two studies. The findings indicate that people with low mindfulness have lower intention to participate when the message is delivered verbally (vs. written) and the message is prompted before meals (vs. during meals). Conversely, people with high mindfulness tend to have higher intention to participate regardless of communication modality and presentation order.

关键词： Food waste management Information processing Communication modality presentation order Mindfulness

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Musical flavor: the effect of background music and presentation order on taste

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EUROPEAN JOURNAL OF MARKETING 2018年第7-8期52卷 1485-1504页

作者： Ziv, Naomi Coll Management Acad Studies Dept Psychol Rishon Leziyyon Israel

Purpose In many food marketing contexts products are sampled while music is played in the background. The purpose of this paper is to examine whether changing the pleasantness of background music while tasting two identical products in succession may influence the experience of taste and preference. Design/methodology/approach Two studies were conducted. In Study 1, 60 participants were asked to taste two identical cookies, one with pleasant and one with unpleasant background music, in differing orders. In Study 2, 60 participants tasted two cookies with two unpleasant musical pieces and 60 participants tasted two cookies with pleasant background music. Participants were asked to evaluate each cookie and indicate which cookie they preferred. Findings In Study 1, a main effect of music was found, with cookies tasted with pleasant background music evaluated as better than those tasted with unpleasant background music. In addition, an interaction between presentation order and music was found, with a stronger difference in evaluation between the cookies when the first is tasted with pleasant background music. In Study 2, no main effect of music was found. A primacy effect was found, with higher evaluations for the first tasted cookie. Research limitations/implications The studies considered only one type of product, which in itself is pleasant-tasting. Further studies, using other products, are thus needed to allow generalization. Practical implications A discerning use of background music in consumer settings involving sampling of a sequence of products may aid marketers in maximizing music's effect on product evaluation and choice. Originality/value Although the effect of music on taste has been previously studied, this is the first research to examine presentation order effects of music pleasantness on the experience of taste. The pleasantness of background music is integrated into the experience of taste, and food marketing strategies should take into account how t

关键词： Music Taste presentation order Primacy

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Olfactory Performance Can Be Influenced by the presentation order, Background Noise, and Positive Concurrent Feedback

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CHEMICAL SENSES 2016年第8期41卷 50-54页

作者： Walliczek-Dworschak, Ute Pellegrino, Robert Lee, Shangwa Hummel, Cornelia Haehner, Antje Hummel, Thomas Tech Univ Dresden Dept Otorhinolaryngol Smell & Taste Clin Dresden Germany Univ Marburg Dept Otorhinolaryngol Marburg Germany

Sniffin' Sticks have become a popular procedure to measure overall olfactory functionality with 3 subtest: phenyl ethyl alcohol threshold test (T), discrimination (D), and identification (I). However, several procedural components specified by the original paper have not been tested nor has the impact of deviations been measured. The aim of the present work was to measure olfactory performance under modified testing procedures. First, the reverse order of subtests (IDT) was compared with more standard practices (TDI). Next, the possible impact of background noise and positive concurrent feedback were assessed. A total of 120 individuals participated in the study where the 3 conditional experiments, each involving 40 participants, were completed. Testing procedures that reversed the presentation order of subtests (I->D->T) scored a significantly lower overall TDI score than standard testing order with the threshold subtest being the most influenced. Additionally, nonverbal background noise lowered overall olfactory performance while concurrent feedback modulated threshold performance. These results emphasize the importance of testing parameters where olfactory perception and tasks may be modulated by adaptation and attentional distraction, respectively. This study helped furthermore to demonstrate that the investigated 3 deviations from the standard procedure revealed a significant impact on the performance outcome in olfactory assessment using the Sniffin' Sticks.

关键词： background noise feedback olfactory perception presentation order reproducibility Sniffin' Sticks

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How order and Omission of Web Content Can Vary Unintentionally Across User Cohorts: A Review 18th

How Order and Omission of Web Content Can Vary Unintentional...

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18th International Conference on Universal Access in Human-Computer Interaction (UAHCI) Held as Part of the 26th International Conference on Human-Computer Interaction (HCII)

作者： Sandnes, Frode Eika Oslo Metropolitan Univ N-0130 Oslo Norway

ISBN: (纸本)9783031608803;9783031608810

Information has become more accessible than ever due to web technologies, standards, and assistive technologies. Still, here are unresolved issues that can hinder equal access to all. This study reports on work-in-progress that explores how various implementation choices can affect what information, and the order information is presented to different user groups. First, potential situations are reviewed where content is rendered differently for different users. Three user groups are considered, namely default browser users, low vision users that rely on browser magnification, and screen reader users. Potential consequences of different content and presentation orders are discussed. Implications of this study include raising awareness of the importance of presentation order and the potential risk of multiple presentation orders;stakeholders should be encouraged to strive for consistent and meaningful content for all users.

关键词： accessibility low vision web presentation order html screen reader contrast semantic coding CSS sticky elements protrusion collision responsive layout reflow

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Consumer responses to time-based sales messages

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ANNALS OF TOURISM RESEARCH 2023年 99卷

作者： Yang, Bi Li, Shanshi Chen, Zhenyu Mattila, Anna S. Xiamen Univ Sch Management 422 South Siming Rd Xiamen 361005 Fujian Peoples R China Penn State Univ Sch Hospitality Management University Pk PA 16802 USA

Although time-based sales messages (e.g., booked X times in the last Y hours) are frequently employed in the travel industry, their effectiveness has not been systematically examined in previous research. To fill this gap, we compare two types of sales messages: large total sales in a long term vs. large hourly sales in a short term (e.g., 72 times/24 h vs. 48 times/6 h). Our results indicate that most people tend to be more persuaded by hourly sales and that such a tendency is negatively related to individuals' experiential thinking style. We also find that displaying temporal information before sales volume increases the power of hourly sales among people low in experiential thinking style.(c) 2023 Elsevier Ltd. All rights reserved.

关键词： Popularity cues Ratio bias Experiential thinking presentation order Numerosity

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Primary vs. secondary knowledge contents in reasoning: Motivated and efficient vs. overburdened

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ACTA PSYCHOLOGICA 2022年第0期227卷 000-000页

作者： Lespiau, Florence Tricot, Andre Univ. Nimes EA7352 CHROME Rue du Dr G. Salan 30021 Nîmes Cedex 1 France EA 4556 EPSYLON Univ. Paul Valéry Montpellier 3 Univ. Montpellier EPSYLON EA 4556 F34000 Montpellier France

Primary knowledge is the knowledge for which our cognitive architecture has evolved so that we acquire it quickly and effortlessly. We are intrinsically motivated to process it. Secondary knowledge is the knowledge for which our cognitive architecture has not had enough time to evolve: it requires time, cognitive resources and is hardly motivating. This study proposed to test these evolutionary characteristics using the experimental paradigm of logical reasoning. We conducted five experiments (n = 720) varying (i) the content of syllogisms (primary or secondary knowledge), (ii) the presentation order of the knowledge types, (iii) the added extrinsic cognitive load, and (iv) the type of syllogism. Results showed that primary knowledge increased performance, emotional and cognitive investment and decreased perceived cognitive load. Second, presenting primary knowledge first would encourage participants to be motivated throughout the task, while presenting secondary knowledge first would undermine their motivation. Third, secondary knowledge seemed to lead to a feeling of conflict that consumed cognitive resources. All together, these results suggested that primary knowledge should be taken into account and not left aside because it is something "already learned".

关键词： Dual-process Evolutionary psychology presentation order Cognitive load Engagement

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Attribution of feature magnitudes is influenced by trained reading-writing direction

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JOURNAL OF COGNITIVE PSYCHOLOGY 2022年第2期34卷 194-207页

作者： von Hecker, Ulrich Arjmandi Lari, Zahra Fazilat-Pour, Masoud Krumpholtz, Lea Cardiff Univ Sch Psychol Cardiff Wales IPM Sch Cognit Sci Tehran Iran Shiraz Univ Fac Educ & Psychol Shiraz Iran Univ Mannheim Mannheim Germany

Spatial configurations amongst stimuli can influence magnitude attributions. Someone's acquired reading and writing direction (RWD) can provide a spatial schema of primacy extending from left (maximum) to right (minimum) for Westerners and opposite for leftward RWD languages. Primacy information can be transformed into a magnitude attribution regarding a feature quality, perceiving an object as having "more" of a certain quality for Westerners when positioned left amongst two similar objects, likewise when positioned right for people with a right-to-left RWD. Results showed that native English speakers tended to attribute greater magnitude of a given feature in fictitious products displayed left within a pair, indicating which of two products was "most" representative of a certain quality (Experiment 1a) but they would randomly choose when asked which product represented "least" of the quality (Experiment 1b). A similar, but reversed pattern of effects was obtained for Farsi participants only familiar with Farsi (Experiment 2).

关键词： Spatial processing choice behaviour consumer behaviour presentation order product advertising

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