What to Say When : Influencing Consumer Choice by Delaying the Presentation of Favorable Information

Item Type Journal paper

Delaying the presentation of some favorable information about an alternative (e.g., a product, service, brand, store, or cause) until after consumers have completed their pre-choice screening can increase that alternative's choice share. While such a delay reduces the alternative's chance of surviving the screening, it can actually increase its probability of ultimately being chosen. Evidence from five experiments demonstrates this preference-enhancing effect of the delayed presentation of favorable information, and it illustrates the underlying preference dynamics across decision stages associated with such a delay. The findings also indicate that this preference-enhancing effect is driven by a combination of two mental mechanisms-a shift in the decision weights of attribute dimensions (rendering dimensions on which a delay occurs more influential across all alternatives) and an overall preference boost for the alternative about which information is delayed.

Authors Ge, Xin; Häubl, Gerald & Elrod, Terry
Journal or Publication Title Journal of Consumer Research
Language German
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date April 2012
Publisher University of Chicago Press
Place of Publication Chicago
Volume 38
Number 6
Page Range 1004-1021
Number of Pages 18
ISSN 0093-5301
ISSN-Digital 1537-5277
Publisher DOI 10.1086/661937
Depositing User Prof. Dr. Emanuel de Bellis
Date Deposited 20 Feb 2013 20:09
Last Modified 23 Aug 2016 11:15
URI: https://www.alexandria.unisg.ch/publications/220721


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Ge, Xin; Häubl, Gerald & Elrod, Terry (2012) What to Say When : Influencing Consumer Choice by Delaying the Presentation of Favorable Information. Journal of Consumer Research, 38 (6). 1004-1021. ISSN 0093-5301


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