Making judgments in a two‐sequence cue environment: The effects of differential cue strengths,order sequence,and distraction |
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Authors: | Dipayan Biswas Abhijit Biswas Subimal Chatterjee |
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Affiliation: | 1. Bentley University, 238 Morison Hall, 175 Forest Street, Waltham, MA 02452, USA;2. Wayne State University, USA;3. Binghamton University, USA |
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Abstract: | 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. |
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