Question order effects in taste testing of beverages

Welch, Joe L.; Swift, Cathy Owens

doi:10.1007/bf02723414

Cited by 11 publications

(4 citation statements)

References 12 publications

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“…In addition, our preliminary analysis revealed that the mean of the ratings of beers in the first position of the sequence is significantly higher than the mean of the ratings of beers in subsequent positions (M position1 = 33.5, M rest = 32.4; p < .01). This finding parallels research showing a primacy bias in food such that the first item sampled is experienced most strongly and is more memorable (MacFie et al 1989; Welch and Swift 1992).…”

Section: Real-world Data Analysis: Beer Tastingsupporting

confidence: 84%

Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis

Ghoshal

Yorkston

Nunes

et al. 2013

Journal of Marketing Research

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Marketers frequently offer a variety of communications, brands, and service encounters that customers evaluate sequentially. When customers make these evaluations, their previous experiences in the sequence influence their current evaluation. The authors propose that these prior experiences serve as multiple reference points against which the target stimulus is judged, creating rival co-occurring comparison effects. Using real-world and experimental data, they find that assimilation and contrast effects occur simultaneously: there is assimilation to the first score within a sequence and contrast with the immediate predecessor as well as with extremes experienced earlier in the sequence. The authors document the moderating effects of extreme first stimuli, domain similarity, and individual factors of mood and expertise. They provide different recommendations for sequence construction on the basis of whether the marketer's goal is fairness, accuracy, or influencing choice. This research is unique in (1) showing how several preceding evaluations can each have an impact on a subsequent evaluation at the same time and (2) using real-world data to do so.

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Section: Real-world Data Analysis: Beer Tastingsupporting

confidence: 84%

Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis

Ghoshal

Yorkston

Nunes

et al. 2013

Journal of Marketing Research

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“…Of these, 127 respondents were divided randomly into three groups to assess congruent, moderately incongruent or incongruent adverts for both BMW and Omega; and 159 did the same for VW Beetle and Swatch. For example, using a monadic sequential approach (Welch and Swift, 1992), 58 respondents viewed the pre-tested set of images selected to represent congruent brand personality for either VW Beetle or Swatch, completed the brand personality survey items for that brand, and then followed the same process for the second brand.…”

Section: Methodsmentioning

confidence: 99%

Brand personality as a direct cause of brand extension success: does self-monitoring matter?

Ferguson

Lau²,

Phau

2016

JCM

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Access to this document was granted through an Emerald subscription provided by emerald-srm:573577 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

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“…In constructing the questionnaire, attention was given to item order and to eliminate carry‐over effect among questions (Welch and Swift, 1992; Hunt et al , 1982). Also, to be comfortable about comprehension of the wording of the questionnaire by the general public, the mail survey instrument was designed and tested to “read” at a 7.6 Grade Scale (Flesch‐Kincaid GradeScale), and a 61 percent Flesch Reading Ease level.…”

Section: Methodological Factorsmentioning

confidence: 99%

Interpersonal and political trust: modeling levels of citizens' trust

Schiffman

Thelen

Sherman

2010

European Journal of Marketing

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PurposeThe purpose of this research is to examine whether generally trusting people are any more likely to be the same people who are also more politically trusting. In particular, the research focuses on the relationship between interpersonal trust and three political trust‐related constructs: trust of government form, political cynicism, and incumbent trust.Design/methodology/approachThe intention was to model the impact of general or interpersonal trust – i.e. Rotter's Interpersonal Trust scale, on three specific dimensions of political trust – i.e. “trust in government form”, “political cynicism”, and “incumbent trust”. This was achieved through a questionnaire, which was mailed to a random sample of 4,000 American households.FindingsThe structural aspects of the model reveal a significantly strong path between Rotter's broad‐based interpersonal trust scale and the more specific incumbent trust measure. The model also indicates a modestly strong relationship between interpersonal trust and trust in form of government, and a weak relationship between interpersonal trust and political cynicism.Originality/valueThis research should prove useful to academic research, campaign managers, and political strategists in terms of reinforcing the importance of different aspects or components of trust, as well as their interrelationship, and how they might impact political strategy and campaign development.

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Question order effects in taste testing of beverages

Cited by 11 publications

References 12 publications

Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis

Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis

Brand personality as a direct cause of brand extension success: does self-monitoring matter?

Interpersonal and political trust: modeling levels of citizens' trust

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