Effects of Presentation Order on Product Evaluation: An Empirical Analysis

There are a number of consumer behaviour theories regarding the importance of the first stimulus and of a reference point in buying decision-making. However, there are not many empirical analyses, and they usually consider only hypothetical situations and payoffs. This paper aims to fill the gap by providing an empirical analysis for the effects of presentation order, using data collected in a natural setting. Two different personal computers are considered and evaluated along with the perceptions of price, quality, and price–quality relationship; evaluations are compared when the presentation order changes. The results confirm that the first alternative is more likely to be preferred; however, presentation order effects are not the same for all elements and show a relative rigidity for price perception. Managerial implications and issues for future research are highlighted.