To Delay or Not to Delay: When Delayed Attributes Are Overweighted In Consumer Evaluations

As marketers design shopping experiences, they often make decisions about whether to delay certain attributes. Across 5 studies, we examine how delaying information shapes product evaluations. We find that delaying an attribute can both augment or diminish its effect on evaluations, contingent on how determinant it is to the consumer. As purchasing environment formats become increasingly diverse online and in-store, marketers must decide not only what product information to present but when to present it. One key design choice is whether or not to delay certain product information, such that an attribute is only presented after the consumer is first exposed to a product. Taken together, our results suggest that whether to delay or not delay an attribute greatly depends on understanding consumer's pre-existing preferences. Our research provides insights for managers making such decisions, and highlights the overlooked role of curiosity in consumer product evaluations.