Han is looking for new sneakers but cannot find her favorite brand. She then notices another brand of shoes that she has never purchased and has no experience with. She remembers she heard the name of the brand in a commercial yesterday. Because she remembers the name from the commercial, Han is more likely to ascribe value to that pair of sneakers.

Question

Quizplus · Accepted Answer

This is an example of the primacy effect, where information that is presented first (in this case, the name of the brand in the commercial) has a stronger impact on our decision-making. Han is more likely to ascribe value to the new brand of shoes because she remembers hearing about it in the commercial.

Han Is Looking for New Sneakers but Cannot Find Her