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EMAC 2024 Annual


The Consumption Order Effect in Knowledge Acquisition
(A2024-119487)

Published: May 28, 2024

AUTHORS

Xinping WEI, The Chinese University of Hong Kong; Leilei Gao, The Chinese University of Hong Kong

ABSTRACT

Previous literature on consumption order has suggested that consumers prefer to consume from worse to better options in an improving sequence. This line of findings focuses on products that differ in emotional gratification to maximize overall enjoyment. However, exploration-oriented consumption is pervasive, and people are frequently motivated by their curiosity to learn and accumulate knowledge. The current research investigates a novel context in which options differ in information value. We argue that activating an exploration goal leads people to consume more popular options before the less-known ones in a decreasing sequence. The proposed sequence allows people to accumulate consumption knowledge more efficiently. Eight studies found convergent evidence for the proposed consumption order effect and demonstrated the underlying mechanism across diverse scenarios. This research makes theoretical contributions and offers practical implications.