Assimilation and Contrast Effects in Product Performance Perceptions: Implications for Public Policy

Marketplace deception depends in large part on whether consumers assimilate or contrast exaggerated promotional claims following direct product experience. This paper develops a theory specifying the conditions when assimilation and contrast effects are most likely. It then presents results from three experiments that were designed with the specific intent of trapping the heretofore elusive contrast effect. The cumulative findings support the theoretical expectation that contrast is a rare perceptual bias in the domain of product performance perceptions. Public policy implications are discussed.