Contextual Effects on the Revision of Evaluative Judgements: An Extension of the Omission Detection Framework

• Main Authors: Muthukrishnan, A. V., Ramaswami, Seshan
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1999
• Subjects: Business; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/2387; https://ink.library.smu.edu.sg/context/lkcsb_research/article/3386/viewcontent/ContextualEffectsEJudgements_pv.pdf
• Institution: Singapore Management University

When consumers are presented with negative information about a brand that they have evaluated positively earlier, the extent to which they change their initial evaluation may depend on the formats in which information is presented (non-comparative vs. comparative) at the two stages. In four experime...