Forceful phantom firsts: : framing experiences as firsts amplifies their influence on judgment

• Autores: Robyn A. LeBoeuf, Elanor F. Williams, Lyle A. Brenner
• Localización: Journal of marketing research, ISSN 0022-2437, Vol. 51, Nº 4, 2014, págs. 420-432
• Idioma: inglés
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• Resumen

  • First experiences are highly influential. Here, the authors show that nonfirst experiences can be made to seem like firsts and, consequently, to have a disproportionate influence on judgment. In six experiments, one piece of a series of information was framed to appear to have �first� status: For example, a weather report that appeared at the end of a sequence of weather reports happened to correspond to the first day of a vacation, and a customer review that appeared at the end of a sequence of hotel reviews happened to be the new year�s first review. Such information had greater influence on subsequent judgments (e.g., of the next day�s weather, of the hotel�s quality) than identical information not framed as a first. This effect seems to arise largely because �phantom first� pieces of information receive greater weight, but not necessarily more attention, than other pieces of information.