The Curious Case of Delayed Information

As new formats of purchasing environment formats proliferate online and in-store, marketers must decide not only what product information to present but when to present it. This research investigates how delaying attribute information affects the way consumers use the attribute while evaluating products.

While prior literature suggests delayed information plays a diminished role in evaluations (i.e., primacy and insufficient adjustment), we find that in certain situations, delaying attribute information can actually augment the attribute’s role in evaluations. For instance, delaying the price of a product might make people more price sensitive, leading them to prefer cheaper options. Delaying a beneficial feature might lead consumers to upgrade their purchases.  

We argue that delaying information increases how much is used if the information is already something very important to the consumer. For instance, a consumer who is concerned with their budget knows price is essential for their decision. We argue that when this consumer does not see a price right away,  they become curious about the attribute. This curiosity leads them to use it more in evaluations and choices.