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Title: An Experimental Study of Production Information Order Effect on Product Evaluation
Authors: LAO, KIN NGAN (劉健雁)
Department: Department of Management and Marketing
Faculty: Faculty of Business Administration
Issue Date: 2014
Citation: LAO, K. N. (2014). An Experimental Study of Production Information Order Effect on Product Evaluation (Outstanding Academic Papers by Students (OAPS)). Retrieved from University of Macau, Outstanding Academic Papers by Students Repository.
Abstract: This study mainly investigates the information order effect on utilitarian products by referring and advancing works of Wilcox, Roggeveen and Grewal (2011) and Biswas, Grewal and Roggeveen (2010). The study tries to find the best order to present the product information (before or after showing the product) in order to earn better evaluation from customers. This study tests both the affective and cognitive product judgment. Furthermore, with two more conditions – first, experience / search advertisement and second, unattractive / normal packaging are also tested. The results show there is assimilation effect occurred when search advertisement is presented before whereby consumers have better cognitive evaluation. When experience advertisement is presented before, contrast effect occurred and affective evaluation is reduced. However, when unattractive packaging is presented before, assimilation effect occurred and cognitive evaluation increased. When normal packaging is presented before, consumers have better evaluation on tested product.
Programme: Master of Business Administration
Appears in Collections:FBA OAPS 2014

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