Question-Order Effects and Brand Evaluations: The Moderating Role of Consumer Knowledge

Abstract

In consumer surveys, questions are often asked regarding an individual’s subjective evaluation of a product or service and its features or benefits. For example, in new product research, we obtain a respondent’s evaluation of a series of product features, as well as the overall product concept (Urban & Hauser, 1980). We then use this information as one input for deciding whether the new product should be introduced. Likewise, at later stages of the product life cycle we use marketing research to determine how an existing brand might be repositioned in order to gain or maintain market share. Again, we require consumers’ evaluations of the product attributes and overall brand evaluations to make this type of marketing decision.