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Effects of Presentation Order and Communication Modality on Recall and Attitude

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  • Unnava, H Rao
  • Burnkrant, Robert E
  • Erevelles, Sunil

Abstract

Previous consumer research has attributed differences in persuasion between communication modes (e.g., audio vs. print) to differences in the audience's control over the pace of argument presentation. It is argued in this article that communication modes also differ in the extent to which argument order is an important determinant of persuasion. The results of two studies show that, while order of argument presentation affects persuasion with audio messages, order is unimportant with print messages. These differences appear to be due to a first-in-first-out retrieval strategy employed in response to audio presentations but not in response to visual presentations. Implications of the research for understanding how consumers process messages and how to develop effective communications are discussed. Copyright 1994 by the University of Chicago.

Suggested Citation

  • Unnava, H Rao & Burnkrant, Robert E & Erevelles, Sunil, 1994. "Effects of Presentation Order and Communication Modality on Recall and Attitude," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 481-490, December.
    • Handle: RePEc:oup:jconrs:v:21:y:1994:i:3:p:481-90
    DOI: 10.1086/209412
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    Cited by:

    1. Liana Fraenkel & Marilyn Stolar & Sarah Swift & Richard L. Street Jr. & Harjinder Chowdhary & Ellen Peters, 2017. "Subjective Numeracy and the Influence of Order and Amount of Audible Information on Perceived Medication Value," Medical Decision Making, , vol. 37(3), pages 230-238, April.
    2. Heribert Gierl & Hans Höser, 2002. "Der Reihenfolgeeffekt auf Präferenzen," Schmalenbach Journal of Business Research, Springer, vol. 54(1), pages 3-18, February.
    3. Joshua J. Clarkson & Alan D. J. Cooke & Nathanael S. Martin, 2023. "Great expectations: argument order expectations shape the efficacy of order effects in one-sided advertisements," Marketing Letters, Springer, vol. 34(3), pages 383-395, September.

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