Liu¹, Yongkun and Kurt P. Munz (2024), "When Option Order Primacy Disappears: The Role of Presentation Order of Loss and Gain," poster presented at the Association for Consumer Research Conference Paris.
Research confirms the option order primacy effect across various fields. To aid consumers in making informed choices, we propose reversing the sequence of loss/gain information presentation, eliminating the primacy effect. Experiments suggest attention and fluency aren’t the sole mechanisms. This intervention offers a distinctive solution to decision biases.
