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

@inproceedings{Muthukrishnan1999ContextualEO,
  title={Contextual Effects on the Revision of Evaluative Judgments : An Extension of the Omission-Detection Framework},
  author={A. V. Muthukrishnan and Suneeta Ramaswami},
  year={1999}
}
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… CONTINUE READING