Response order effects - how do people read?

Bobby Duffy

This paper outlines the results from an experiment examining response order effects with visually presented lists.
  

Response Order Effects

How do people read?

Bobby DuffyMORI

Introduction

There is a long history of research into response order effects in surveys. The observed effect is generally that when items are presented to respondents in a list, they are more likely to choose those at the top of the list called a 'primacy effect'. In contrast, when options are read out to respondents, they are more likely to choose the last items in the list a 'recency effect'.

There have been a large number of experiments that have examined these effects, and a number...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands