Order Effects make Preferences and Purchasing Decision--Using Olfactory as an Example

• Main Authors: Kun-FangWu, 吳坤芳
• Other Authors: Hui-Ting Tsai
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/a8b8q8

碩士 === 國立成功大學 === 經營管理碩士學位學程(AMBA) === 103 === Marketers are increasingly encouraging consumers to sample sequence of sensory-rich experiential products before making purchase decisions, fragrance industry especially. Experiential products such as perfume and essential oil incline to be rich on olfactory which is link to intuitive responses most directly. Despite the existence of such research about order effects, it is not clear as to how the interruptions in this study the familiarity principle and cognitive responses influence order effects. Interestingly, this study report different result in terms of order effects of sampling experiential olfactory product. For instance, Biswas et al(2014) found recency effect ,whereby consumer indicated stronger preference for the experiential product sampled last with dissimilar sensory cues, but in this research we found primacy effect with dissimilar sensory cues in absence of interruptions such as familiarity principle and cognitive responses. We test our hypotheses with the help of three experimental studies. We use fragrant products (essential oil) because these products are high on olfactory aspects. Study 1 shows the existence of familiarity principle and its influences on order effects. Study 2 examines order effects in absence of interruptions and show the primacy effects with dissimilar sensory cues, consumer indicated stronger preference for the experiential product sampled first which contrast sharply with prior researches,. Study 3 shows the existence of cognitive responses and its influences on order effects. In conclusion, in absence of interruptions, when the sensory cues are alien, the primacy effect is stronger than recency effect in olfactory aspect. A key theoretical contribution of this research is that it prove interruption on order effects and shows a reverse of recent researching finding when we eliminate it. This research also has implication, especially in the field of product testing. Marketers can have more guides and ideas to set up a sequential model of sampling when the product goes to market.