Publication Type
Journal Article
Version
publishedVersion
Publication Date
6-1999
Abstract
When consumers are presented with negative information about a brand that they have evaluated positively earlier, the extent to which they change their initial evaluation may depend on the formats in which information is presented (non-comparative vs. comparative) at the two stages. In four experiments, we manipulate the format in which information is presented at an initial and at a challenge stage and investigate their effects on the degree of revision in evaluative judgments. The results of the four experiments suggest that when consumers receive initial information in a noncomparative format, a comparative challenge causes a greater degree of revision in the evaluative judgments than does a noncomparative challenge. However, when the initial information is presented in a comparative format, this pattern reverses, and a greater degree of revision occurs under a noncomparative challenge than under a comparative challenge. We demonstrate that sensitivity to missing information in either of the two stages is the process by which these effects obtain. In a fifth experiment we examine a boundary condition for these effects. [ABSTRACT FROM AUTHOR]
Discipline
Business | Marketing | Sales and Merchandising
Research Areas
Marketing
Publication
Journal of Consumer Research
Volume
26
Issue
1
First Page
70
Last Page
84
ISSN
0093-5301
Identifier
10.1086/209551
Publisher
Oxford University Press (OUP)
Citation
Muthukrishnan, A. V. and Ramaswami, Seshan.
Contextual Effects on the Revision of Evaluative Judgements: An Extension of the Omission Detection Framework. (1999). Journal of Consumer Research. 26, (1), 70-84.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/2387
Copyright Owner and License
Publisher
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1086/209551
