This article provides an experimental demonstration of how the sequential order in which consumers receive information can influence the way information is processed and affect consumers' decisions. Specifically, when participants initially receive information regarding brand/quality or price/quality associations, these associations can block consumers' attention to more relevant quality-determining physical attributes. Moreover, this process of blocking can carry over to affect quality judgments pertaining to similarly branded or priced products beyond the product in which blocking was initiated. This implies that consumers' judgments of quality may be heavily dependent on first impressions that develop into brand and price heuristics. © 2007 Wiley Periodicals, Inc.