A train of thought in product experientiality: working memory, distraction, and inconsistencies in cue order effects

Tobias Offergeld, Luis F. Martinez, Aristides I. Ferreira

Research output: Contribution to journalArticle

Abstract

The sequence of informational cues and the level of distraction have an impact on the judgment of a product's quality and preference. Two quasi-experimental studies (Ntotal = 340) investigate the influence of the force behind the processing of these cues – working memory (WM). Previous research found that, in the presence of a distractor, high WM individuals are more able to recall the initial cue, and thus derive their product judgment from the initial strong cue. Study 1 contradicts these findings and raises important methodological questions regarding the conceptualization of strong and weak cues. Specifically, commonly accepted strong cues (e.g., product reputation) might not influence consumers as expected. Additionally, in a sequence of product evaluation with high vs. low degree of experientiality, study 2 reveals that consumers tend to show a primacy effect that is stronger for higher levels of WM capacity. Moreover, in a sequence of assessing low vs. high degree of experientiality products, consumers reveal stronger recency effects, thus showing that WM reinforces this recency effect. Our findings have important implications for marketers by suggesting that consumers with high WMC are more able to process complex stimuli and retrieve previously presented information on a product quality. These consumers also have a higher tendency to retrieve more information from product scenarios with a high degree of experientiality.

Original languageEnglish
Article number101971
JournalJournal of Retailing and Consumer Services
Volume53
DOIs
Publication statusPublished - 1 Mar 2020

Fingerprint

Order effects
Inconsistency
Working memory
Train
Product quality
Recency
Marketers
Product evaluation
Consumer products
Primacy
Scenarios
Conceptualization
Experimental study

Keywords

  • Brand trust
  • Cue order effects
  • Dual-task interference
  • Experientiality
  • Product evaluation
  • Working memory capacity

Cite this

@article{bd42997a795740b5af5459f2130c5626,
title = "A train of thought in product experientiality: working memory, distraction, and inconsistencies in cue order effects",
abstract = "The sequence of informational cues and the level of distraction have an impact on the judgment of a product's quality and preference. Two quasi-experimental studies (Ntotal = 340) investigate the influence of the force behind the processing of these cues – working memory (WM). Previous research found that, in the presence of a distractor, high WM individuals are more able to recall the initial cue, and thus derive their product judgment from the initial strong cue. Study 1 contradicts these findings and raises important methodological questions regarding the conceptualization of strong and weak cues. Specifically, commonly accepted strong cues (e.g., product reputation) might not influence consumers as expected. Additionally, in a sequence of product evaluation with high vs. low degree of experientiality, study 2 reveals that consumers tend to show a primacy effect that is stronger for higher levels of WM capacity. Moreover, in a sequence of assessing low vs. high degree of experientiality products, consumers reveal stronger recency effects, thus showing that WM reinforces this recency effect. Our findings have important implications for marketers by suggesting that consumers with high WMC are more able to process complex stimuli and retrieve previously presented information on a product quality. These consumers also have a higher tendency to retrieve more information from product scenarios with a high degree of experientiality.",
keywords = "Brand trust, Cue order effects, Dual-task interference, Experientiality, Product evaluation, Working memory capacity",
author = "Tobias Offergeld and Martinez, {Luis F.} and Ferreira, {Aristides I.}",
note = "Funding agencies: POR Lisboa, LISBOA-01-0145-FEDER-007722 and POR Norte, LISBOA-01-0145-FEDER-022209, Social Sciences DataLab and FCT-Funda{\cc}{\~a}o para a Ci{\^e}ncia e a Tecnologia (UID/GES/00315/2013, UID/ECO/00124/2013, UID/ECO/00124/2019",
year = "2020",
month = "3",
day = "1",
doi = "10.1016/j.jretconser.2019.101971",
language = "English",
volume = "53",
journal = "Journal of Retailing and Consumer Services",
issn = "0969-6989",
publisher = "Elsevier",

}

A train of thought in product experientiality : working memory, distraction, and inconsistencies in cue order effects. / Offergeld, Tobias; Martinez, Luis F.; Ferreira, Aristides I.

In: Journal of Retailing and Consumer Services, Vol. 53, 101971, 01.03.2020.

Research output: Contribution to journalArticle

TY - JOUR

T1 - A train of thought in product experientiality

T2 - working memory, distraction, and inconsistencies in cue order effects

AU - Offergeld, Tobias

AU - Martinez, Luis F.

AU - Ferreira, Aristides I.

N1 - Funding agencies: POR Lisboa, LISBOA-01-0145-FEDER-007722 and POR Norte, LISBOA-01-0145-FEDER-022209, Social Sciences DataLab and FCT-Fundação para a Ciência e a Tecnologia (UID/GES/00315/2013, UID/ECO/00124/2013, UID/ECO/00124/2019

PY - 2020/3/1

Y1 - 2020/3/1

N2 - The sequence of informational cues and the level of distraction have an impact on the judgment of a product's quality and preference. Two quasi-experimental studies (Ntotal = 340) investigate the influence of the force behind the processing of these cues – working memory (WM). Previous research found that, in the presence of a distractor, high WM individuals are more able to recall the initial cue, and thus derive their product judgment from the initial strong cue. Study 1 contradicts these findings and raises important methodological questions regarding the conceptualization of strong and weak cues. Specifically, commonly accepted strong cues (e.g., product reputation) might not influence consumers as expected. Additionally, in a sequence of product evaluation with high vs. low degree of experientiality, study 2 reveals that consumers tend to show a primacy effect that is stronger for higher levels of WM capacity. Moreover, in a sequence of assessing low vs. high degree of experientiality products, consumers reveal stronger recency effects, thus showing that WM reinforces this recency effect. Our findings have important implications for marketers by suggesting that consumers with high WMC are more able to process complex stimuli and retrieve previously presented information on a product quality. These consumers also have a higher tendency to retrieve more information from product scenarios with a high degree of experientiality.

AB - The sequence of informational cues and the level of distraction have an impact on the judgment of a product's quality and preference. Two quasi-experimental studies (Ntotal = 340) investigate the influence of the force behind the processing of these cues – working memory (WM). Previous research found that, in the presence of a distractor, high WM individuals are more able to recall the initial cue, and thus derive their product judgment from the initial strong cue. Study 1 contradicts these findings and raises important methodological questions regarding the conceptualization of strong and weak cues. Specifically, commonly accepted strong cues (e.g., product reputation) might not influence consumers as expected. Additionally, in a sequence of product evaluation with high vs. low degree of experientiality, study 2 reveals that consumers tend to show a primacy effect that is stronger for higher levels of WM capacity. Moreover, in a sequence of assessing low vs. high degree of experientiality products, consumers reveal stronger recency effects, thus showing that WM reinforces this recency effect. Our findings have important implications for marketers by suggesting that consumers with high WMC are more able to process complex stimuli and retrieve previously presented information on a product quality. These consumers also have a higher tendency to retrieve more information from product scenarios with a high degree of experientiality.

KW - Brand trust

KW - Cue order effects

KW - Dual-task interference

KW - Experientiality

KW - Product evaluation

KW - Working memory capacity

UR - http://www.scopus.com/inward/record.url?scp=85073724757&partnerID=8YFLogxK

U2 - 10.1016/j.jretconser.2019.101971

DO - 10.1016/j.jretconser.2019.101971

M3 - Article

VL - 53

JO - Journal of Retailing and Consumer Services

JF - Journal of Retailing and Consumer Services

SN - 0969-6989

M1 - 101971

ER -