Liu, Yongkun and Kurt P. Munz (2023), "When Product Order Primacy Disappears: The Role of Presentation Order of Loss and Gain," poster presented at the European Association for Consumer Research Conference Amsterdam.
Financial advisors or insurance sellers often need to decide which product and what information to introduce first. In this research, we demonstrate that the primacy effect (consumers choose the first presented option) in sequentially presented products can be easily reduced by reversing the presentation order of loss and gain attributes.
