Contextual Effects on the Revision of Evaluative Judgements: An Extension of the Omission Detection Framework
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]
Organisational Behaviour and Human Resources
Journal of Consumer Research
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. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/2387