Effects of Initial Product Judgments on Subsequent Memory-Based Judgments

Abstract

The present experiment investigates the degree to which initial stimulus-based judgments of a product influence subsequent memory-based judgments of that product. An interpolated judgment task was employed to lead respondents to make either positive or negative initial judgments about the target product. These early judgments influenced subsequent global memory-based judgments (the initial judgment effect). Moreover, purchase intentions were more highly correlated with global memory-based judgments than with recall for factual information. The dual coding theory of memory was used to explain the results.

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