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Research Article
The Effect of Timing of Favorable Information Presentation on Product Choice
1 Sogang University
Published: January 2019 · Vol. 48, No. 1 · pp. 275-296
DOI: https://doi.org/10.17287/kmr.2019.48.1.275
Full Text
Abstract
This study examined the effect on consumer choice when attribute information favorable to a specific alternative—not presented during the preliminary stage of product selection—is additionally presented at the final choice stage, focusing on the moderating effect of processing fluency. During the preliminary elimination stage of product selection, consumers first eliminate unattractive alternative(s) from among multiple candidate options. This study proposed that the final choice would differ depending on how fluently consumers processed information at this stage.
The findings are summarized as follows. First, this study reaffirmed previous research findings that when specific information is delayed and presented later, the selection rate of the alternative containing that information increases compared to when information is fully presented from the beginning. Second, it was found that the effect of information delay on final choice is moderated by processing fluency. Specifically, when information was processed fluently in the preliminary stage, the likelihood of choosing the alternative containing the delayed information was higher when specific information was presented later than when all information was fully presented from the outset; however, when information was not processed fluently in the preliminary stage, this effect was attenuated. Third, when the additionally presented information was non-diagnostic, no significant interaction was found between the directionality of the corresponding competing alternative's attribute and processing fluency. That is, when consumers processed information fluently in the preliminary stage, they were more likely to choose the alternative containing the additional information over the competing alternative, regardless of the directionality of the non-diagnostic additional information and the corresponding competing alternative's attribute. Conversely, when information was not processed fluently, there was no difference in selection rates between the two focal alternatives regardless of the directionality between the two attributes. Based on these findings, theoretical and practical implications were discussed.
The findings are summarized as follows. First, this study reaffirmed previous research findings that when specific information is delayed and presented later, the selection rate of the alternative containing that information increases compared to when information is fully presented from the beginning. Second, it was found that the effect of information delay on final choice is moderated by processing fluency. Specifically, when information was processed fluently in the preliminary stage, the likelihood of choosing the alternative containing the delayed information was higher when specific information was presented later than when all information was fully presented from the outset; however, when information was not processed fluently in the preliminary stage, this effect was attenuated. Third, when the additionally presented information was non-diagnostic, no significant interaction was found between the directionality of the corresponding competing alternative's attribute and processing fluency. That is, when consumers processed information fluently in the preliminary stage, they were more likely to choose the alternative containing the additional information over the competing alternative, regardless of the directionality of the non-diagnostic additional information and the corresponding competing alternative's attribute. Conversely, when information was not processed fluently, there was no difference in selection rates between the two focal alternatives regardless of the directionality between the two attributes. Based on these findings, theoretical and practical implications were discussed.