Perseverance effect
The Perseveranzeffekt (of English. Perseverance , dt. Persistence, endurance, stamina ) describes the socio-psychological phenomenon that initial first impressions about an event or a person characterize the observers sustainable and influence and change added later information with difficulty developed opinion. So-called schemes , contents of the implicit memory , which cannot be easily changed by mere information, are considered to be the cause. Implicit personality theory provides similar attempts at explanation .
In marketing, this effect can, among other things, have an impact on consumers' purchasing decisions .
The perseverance paradigm is a research design based on the perseverance effect , in which test subjects are asked to form an opinion on a certain situation and shortly before the end of the test period they are informed about the invalidity of some of the information given. The test shows that the test subjects have considerable difficulty in breaking away from their opinion.