 Love at first sight: The effect of presentation order on evaluation of experiential options in luxury tour packagesYu-Chen Hung, Liang Song, Chao, Chih-Wei (Fred) and Chong Guan Journal of Business Research, 2017, vol. 81, issue C, 181-191 Abstract: This study examined how serial order and information format jointly determine consumers' preferences of tour packages. The results showed that the option viewed first in a sequence was preferred (vs. not preferred) when the information format facilitated (vs. inhibited) narrative processing. Preference shifts to the first viewed option due to narrative processing was prominent among consumers with defensive attitudes to self-threats and in circumstances where the first option was challenged by an attractive alternative. Three experiments were conducted and showed that narrative processing enhanced attachments to the first option if consumers simulated the experience, which in turn motivated them to be consistent in subsequent evaluations. Managerially, these findings suggest that in addition to emphasizing the importance of occupying the first position in a series of advertisements and products, marketers should also facilitate experience simulations rather than focusing solely on the attributes of luxury tours. Keywords: Serial order; Mental simulation; Narrative persuasion; Experiential products; Option attachment; Leading option (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:81:y:2017:i:c:p:181-191 DOI: 10.1016/j.jbusres.2017.06.011 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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