Presentation order effects in product taste tests.

Presentation order in paired-comparison testing was varied to measure the impact of primacy versus recency effects on consumer product evaluations. Overall preference and product rating scores were gathered for 1196 male and female Ss aged 13--49 years in two consumer research studies covering 11 taste tests. First position preference bias characterized the findings, lending support to the attention decrement hypothesis or a suggested palate desensitization effect on subsequent taste trial behavior.