The effect of asking current consumption questions before or after product evaluation

摘要

With the cost of new product development and roll out increasing, firms often do a test market to evaluate a potential product's suitability. As a part of this test marketing, firms often use surveys to see what customers think of their proposed product. These surveys often contain questions about the customer's current consumption. The location of those questions on a survey can alter the respondent's evaluation of the products in question - if they are asked about their current consumption before they have evaluated the new product then their product evaluation is lower than if the question is asked after they have evaluated the new product.