An Affective Route to Product Evaluation Under Ordered Presentation of Product Information: An Abstract

We demonstrate a mechanism for product evaluation under ordered presentation based on feelings (Schwarz 2012) through the affect-eliciting nature of a strong brand (Yeung and Wyer 2005). Our model differs from prior models of product evaluation under ordered presentation by relying on affect rather than on cognitive mechanisms. Four experiments using existing brands, including a mall intercept, demonstrate higher willingness to pay (WTP) under brand-first presentation compared to attribute-first presentation. Following this, we intend to investigate whether two different kinds of processing are triggered by high and low positive affect engendered by the two forms of presentation.

Research on attribute order (Schrift et al. 2017), order of product and price (Karmarkar et al. 2015), and composite brand alliances (Park et al. 1996) shows that information presented first typically forms an anchor for product evaluation (Hogarth and Einhorn 1992), setting the context for subsequent processing (Karmarkar et al. 2015; Yeung and Wyer 2004). Our work builds on this research to determine the impact on evaluation if the first piece of information, such as a brand, were to generate strong positive affect.

When product information elicits affect, as information about a strong brand does (Keller 2003; McClure et al. 2004; Yeung and Wyer 2005), this affect leads to heuristic processing and more favourable product evaluation due to the higher level of positive affect. When attribute information is presented first, we expect systematic processing and less favourable evaluation due to relatively low level of initial positive affect. Such a difference in evaluation is not expected for weak brands as they do not elicit sufficient positive affect. We also expect to observe the effect of ordered presentation on WTP under promotion focus due to greater reliance on affect compared to prevention focus. Finally, we posit that brand-first (attribute-first) presentation leads to heuristic (systematic) processing due to higher positive affect. The current research uses experimental methods, both lab studies and a mall intercept, to validate the hypotheses, in order to arrive at causes inferences.

This research contributes to extant research on ordered presentation and on branding. Findings of our research hold managerial implications in the domain of product communication, advertising, and packaging. Further research could examine the impact of affect and determine boundary conditions for the observed effect, which could include consumer goals or mindsets, or contextual factors. Our findings also hold implications for quick heuristic processing arising from time pressure or low category familiarity.