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

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

Keith Wilcox; Anne L. Roggeveen; Dhruv Grewal

2011

Key concepts

Scholarcy highlights

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
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
Access to content on Oxford Academic is often provided through institutional subscriptions and purchases
Access is provided across an institutional network to a range of IP addresses
If you believe you should have access to that content, please contact your librarian

Need more features? Save interactive summary cards to your Scholarcy Library.