Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility

Abstract

Subjects (n = 200) received a detailed description of a product and were asked to rate their attitudes about this product. Presentation order, source credibility and message framing were manipulated in a 2× 2× 2 completely crossed factorial design. Subjects who received a positively framed message rated product attitudes significantly greater than those subjects who received a negatively framed message. Also, significant differences in message framing effects were found for those subjects who received the framed message first in the nonexpert condition (credibility) and those subjects who received the framed message last in the expert condition. Findings are then discussed.

Primacy and Recency Effects on Clicking Behavior

“…Zhao (1997) found a primacy effect on the liking of advertisements (attitude toward the ad), an indicator of potentially favorable advertising effects for a brand (MacKenzie, Lutz, & Belch, 1986). Buda and Zhang (2000) found a primacy effect for information presentation and the attractiveness, willingness to purchase, and perceived performance of a product. However, their results suggest that the source of the information may mediate position effects on their respondents' reported brand attitudes and purchase intentions.…”

Market Potential of Folate Biofortified Rice in China

“…In the 'positive + negative' treatment, the downward adjustment is substantially smaller. This lends partial support for the primacy effect, which is observed when the information is highly relevant to the consumer (Buda and Zhang, 2000).…”

“…When evaluating novel food products, a recency effect is expected to occur, unless the information is highly relevant to consumers (Buda and Zhang, 2000).…”

“…Here, the 'primacy' versus 'recency' information order effect comes into play. When measuring immediate behavioral responses, such as reporting an auctionbased WTP, the last presented information (recency) is expected to dominate, unless the information is highly relevant to people (Buda and Zhang, 2000).…”

İş İlanlarındaki Bilgi İçeriğinin İş Başvurusu Yapma Niyeti Üzerindeki Etkisi: Üniversite Öğrencileri Üzerinde Bir Araştırma

“…Kurum imajının (Belt ve Paolillo, 1982;Gatewood vd., 1993), kurumsal itibarın (Turban vd., 1998), firma hakkında basında çıkan haberlerin (Lee vd., 2013) işe alım personelinin arkadaş canlısı davranışlarının (Goltz ve Gianantonio, 1995) işin adaylar açısından çekiciliğini nasıl etkilediğini inceleyen çalışmalar konunun pek çok farklı boyutunu ortaya koymuştur. İş ilanlarında işe alma politikası, ödeme sistemi ve işin özelliklerine ilişkin bilgi verme şeklinin (Highhouse vd., 1999), verilen bilginin ayrıntı derecesinin (Roberson vd., 2005), mesaj çerçevesi ve mesajdaki bilginin veriliş sırasın (Buda, 2003) adayların başvuru yapma niyetini nasıl etkilediğini inceleyen çalışmalar da bulunmaktadır. Kaplan vd., (1991) ise ilanının fiziksel özelliklerinin (büyüklüğü, kullanılan resim, grafik, kenarlık vb.…”