This research demonstrates that the effect of product information on the evaluation of an experiential product depends on the order with which such information is presented. In a series of experiments, we find that when information is presented before consuming an experiential product, the...

This research investigates how framing moderates the use of message cues on performance risk evaluations. Understanding the moderating impact of the frame is important from a theoretical perspective as the frame is a critical contingency factor in how evaluations are formed. This research...