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| Author: | Scarpi, D. |
| Title: | Effects of presentation order on product evaluation: an empirical analysis |
| Journal: | International Review of Retail, Distribution and Consumer Research
2004 : JUL, VOL. 14:3, p. 309-319 |
| Index terms: | Decision making Consumer behaviour Empirical research |
| Freeterms: | Prospect theory |
| Language: | eng |
| Abstract: | This article examines how changing the presentation order affects consumers' bying decision making process. First, some of the theories regarding reference point, information processing and presentation order are discussed. Then, consumers' perceptions of quality, price-quality relationship and price are empirically examined with the setting where two personal computers were presented in different orders. |
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