TY - JOUR
AU - Dornoff, Ronald, J.
AB - Abstract Recent research on the pioneering advantage has shown that consumers often prefer pioneering brands to follower brands. Recent research on consumer choice suggests that information about brands is filtered through a series of sequential cognitive processes. This study attempts to integrate these two separate lines of research by investigating the effects of pioneering on each stage of the multistage decision process. A within-subjects longitudinal experiment was conducted to simulate brand order of entry into a new market. We also developed a sequential logit model to isolate the direct impact of pioneering on each stage of the decision process while controlling for indirect effects of pioneering on previous stages. The results revealed that the pioneering brand (vs. followers) is more likely to be retrieved, considered, and selected. Moreover, the results revealed that consumers are more likely to bypass consideration set formation when the choice decision is simple (vs. complex). Theoretical and practical implications of the results are discussed. This content is only available as a PDF. Author notes * Frank R. Kardes is associate professor of marketing at the College of Business Administration, University of Cincinnati, Cincinnati, OH 45221-0145. Gurumurthy Kalyanaram is assistant professor of marketing at the School of Management, University of Texas at Dallas, Richardson, TX 75083-0688. Murali Chandrashekaran is assistant professor of marketing and Ronald J. Dornoff is Arthur Beerman Professor of Marketing at the College of Business Administration, University of Cincinnati, Cincinnati OH 45221-0145. The authors thank Eugene Sivadas for assistance in data coding and analysis. © 1993 by JOURNAL OF CONSUMER RESEARCH, Inc.
TI - Brand Retrieval, Consideration Set Composition, Consumer Choice, and the Pioneering Advantage
JF - Journal of Consumer Research
DO - 10.1086/209333
DA - 1993-06-01
UR - https://www.deepdyve.com/lp/oxford-university-press/brand-retrieval-consideration-set-composition-consumer-choice-and-the-rvgBZtA24j
SP - 62
VL - 20
IS - 1
DP - DeepDyve
ER -