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Reading Expert 4(2020)
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Reading Expert 4(2020)
UNIT 7 - READING 2 The Primacy and Recency Effects
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UNIT 7 - READING 2 The Primacy and Recency Effects
Many people think that they make purchasing decisions on their own. But in fact, there are several psychological factors that influence one's opinion of a product. The two strongest of these factors are called the "primacy effect" and the "recency effect." The primacy effect is the strong impression left on a consumer by the first information that he or she receives about a certain product. Imagine that you first find out about a product in a commercial that presents the product as being exciting and revolutionary. This information is more likely to stick in your mind than other information that comes immediately after. The recency effect, though, is considered to be even stronger. It is the impression made by the last information received about an item. So, if you hear some negative reviews after having a positive first impression, the recency effect takes over, and your impression becomes negative. These two powerful effects overshadow what you learn between your first and last impressions. As a result, large amounts of information have little effect on the opinion you form. Marketers are very aware of this. To assure a good first impression, they try to promote products through print, radio, television, and Internet advertising before there is any chance of them being reviewed negatively. They also try to control the recency effect by designing packaging that makes their product look sophisticated and appealing. They hope that this final positive impression erases any previous negative opinion a consumer might have had. This means that much of the research you do about a product ends up being wiped away by marketing. So what can you do? If there is something you want, search for reliable sources like customer reviews without looking at any advertisements. This will allow you to form educated opinions before being controlled by advertising tactics. As a result, you can be sure to make good purchasing decisions.
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1 Many people think that they make purchasing decisions on their own. 2 But in fact, there are several psychological factors that influence one's opinion of a product. 3 The two strongest of these factors are called the "primacy effect" and the "recency effect." 4 The primacy effect is the strong impression left on a consumer by the first information that he or she receives about a certain product. 5 Imagine that you first find out about a product in a commercial that presents the product as being exciting and revolutionary. 6 This information is more likely to stick in your mind than other information that comes immediately after. 7 The recency effect, though, is considered to be even stronger. 8 It is the impression made by the last information received about an item. 9 So, if you hear some negative reviews after having a positive first impression, the recency effect takes over, and your impression becomes negative. 10 These two powerful effects overshadow what you learn between your first and last impressions. 11 As a result, large amounts of information have little effect on the opinion you form. 12 Marketers are very aware of this. 13 To assure a good first impression, they try to promote products through print, radio, television, and Internet advertising before there is any chance of them being reviewed negatively. 14 They also try to control the recency effect by designing packaging that makes their product look sophisticated and appealing. 15 They hope that this final positive impression erases any previous negative opinion a consumer might have had. 16 This means that much of the research you do about a product ends up being wiped away by marketing. 17 So what can you do? 18 If there is something you want, search for reliable sources like customer reviews without looking at any advertisements. 19 This will allow you to form educated opinions before being controlled by advertising tactics. 20 As a result, you can be sure to make good purchasing decisions.