Shall I tell you now or later? Assimilation and contrast in the evaluation of experiential products

This research demonstrates that the effect of product information on the evaluation of an experiential product depends on the order with which such information is presented. In a series of experiments, we find that when information is presented before consuming an experiential product, the information results in an assimilation effect such that consumers evaluate the same experience more positively when the product information is favorable compared to when it is unfavorable. More interestingly, we demonstrate that when such information is presented after consuming an experiential product, it results in a contrast effect such that consumers evaluate the same experience more negatively when the product information is favorable compared to when it is unfavorable. These findings have important implications for marketers in a host of experiential categories. I magine being at a wine tasting and learning that a wine is expensive after tasting it. Will learning the price afterward affect your evaluation differently compared to if you had learned the price beforehand? It is well documented that information, such as price, learned prior to evaluating a product can affect consumer judgment Previous research has investigated how presenting information about a product's quality before or after trial affects judgment Because the evaluation of experiential products is primarily affect-based (Biswas, Grewal, and Roggeveen 2010), this current research focuses on the effect of product information, learned before or after trial on consumers' affective evaluations. We show that the effect of product information on the evaluation of an experiential product depends on th

The Effect of Compensation on Repurchase Intentions in Service Recovery

To explore when the presence of compensation enhances repurchase intentions after a service failure, the authors use an experimental procedure and evaluate the impact of compensation in different stability and locus of responsibility conditions. Findings from three studies using scenarios from different service industries indicate that compensation is necessary only when the company is responsible for the failure and the failure occurs frequently. If the failure occurs infrequently or the company is not responsible, compensation does not affect repurchase intentions. The results further demonstrate that stability and locus of responsibility attributions influence the perceived equity of the exchange, which mediates the effectiveness of compensation as a recovery effort. The authors discuss the theoretical and managerial implications

Does the Frame of a Comparative Ad Moderate the Effectiveness of Extrinsic Information Cues?

This research investigates how framing moderates the use of message cues on performance risk evaluations. Understanding the moderating impact of the frame is important from a theoretical perspective as the frame is a critical contingency factor in how evaluations are formed. This research extends previous results by testing whether framing affects the use of other extrinsic cues, determining the effect when there are multiple extrinsic cues, determining the impact when extrinsic information is not explicitly provided, and providing evidence that positively framed messages engender more thorough analysis of message cues than negatively framed messages and affect how extrinsic cues are used. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

2008, 'The effect of compensation on repurchase intentions in service recovery

Abstract To explore when the presence of compensation enhances repurchase intentions after a service failure, the authors use an experimental procedure and evaluate the impact of compensation in different stability and locus of responsibility conditions. Findings from three studies using scenarios from different service industries indicate that compensation is necessary only when the company is responsible for the failure and the failure occurs frequently. If the failure occurs infrequently or the company is not responsible, compensation does not affect repurchase intentions. The results further demonstrate that stability and locus of responsibility attributions influence the perceived equity of the exchange, which mediates the effectiveness of compensation as a recovery effort. The authors discuss the theoretical and managerial implications. © 2008 New York University. Published by Elsevier Inc. All rights reserved. Keywords: Service recovery; Compensation; Attribution; Consumer behavior; Repurchase intention; Loyalty A recent review by Grewal and Levy (2007) calls for further research to investigate the components of service recovery and their interactive effects on repurchase intentions. In this research, we respond to their call by investigating how the content of an explanation for a failure may influence the effectiveness of compensation as a recovery strategy. Compensating customers, a common service recovery strategy, can help dissipate consumer anger and dissatisfaction after a service failure An explanation for a failure affects attribution

Shall I Tell You Now or Later? Assimilation and Contrast in the Evaluation of Experiential Products

This research demonstrates that the effect of product information on the evaluation of an experiential product depends on the order with which such information is presented. In a series of experiments, we find that when information is presented before consuming an experiential product, the information results in an assimilation effect such that consumers evaluate the same experience more positively when the product information is favorable compared to when it is unfavorable. More interestingly, we demonstrate that when such information is presented after consuming an experiential product, it results in a contrast effect such that consumers evaluate the same experience more negatively when the product information is favorable compared to when it is unfavorable. These findings have important implications for marketers in a host of experiential categories.