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

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  • Muthukrishnan, A V
  • Ramaswami, S

Abstract

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 (noncomparative vs. comparative) at the two stages. In four experiments, we manipulate the format in which information is presented at an initial and at a challenge stage and investigate their effects on the degree of revision in evaluative judgments. The results of the four experiments suggest that when consumers receive initial information in a noncomparative format, a comparative challenge causes a greater degree of revision in the evaluative judgments than does a noncomparative challenge. However, when the initial information is presented in a comparative format, this pattern reverses, and a greater degree of revision occurs under a noncomparative challenge than under a comparative challenge. We demonstrate that sensitivity to missing information in either of the two stages is the process by which these effects obtain. In a fifth experiment we examine a boundary condition for these effects. Copyright 1999 by the University of Chicago.

Suggested Citation

  • Muthukrishnan, A V & Ramaswami, S, 1999. "Contextual Effects on the Revision of Evaluative Judgments: An Extension of the Omission-Detection Framework," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(1), pages 70-84, June.
    • Handle: RePEc:oup:jconrs:v:26:y:1999:i:1:p:70-84
    DOI: 10.1086/209551
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    1. Pentecost, Robin & Andrews, Lynda, 2010. "Fashion retailing and the bottom line: The effects of generational cohorts, gender, fashion fanship, attitudes and impulse buying on fashion expenditure," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 43-52.
    2. Sung, Billy & Crawford, Robert & Teah, Min & Stankovic, Michelle & Phau, Ian, 2020. "The “timber box†effect for premium wines," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Annika Wiecek & Daniel Wentzel & Aras Erkin, 2020. "Just print it! The effects of self-printing a product on consumers’ product evaluations and perceived ownership," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 795-811, July.

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