The effects of exposure-order and market entry-information on brand preference: a dual process model |
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| Authors: | Ronald W Niedrich Scott D Swain |
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| Institution: | (1) Marketing Department, E. J. Ourso College of Business Administration, Louisiana State University, Baton Rouge, LA 70803, USA;(2) Marketing Department, School of Management, Boston University, Boston, MA 02215, USA |
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| Abstract: | A dual process model is proposed that identifies the conditions under which two separate and additive effects on brand preference
may obtain. The first is an exposure-order effect that can influence attribute-based processing. The second is the effect
of market entry-information that can result in theory-driven processing. The model was tested and supported across two experiments,
which demonstrate that the effects of market entry-information and exposure-order on brand preference depend on attribute-type
and the time between attribute encoding and preference construction. In contrast to previous research, conditions are identified
where market entry-information has no effect on preference and where the second-encountered brand is preferred to the first. |
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| Keywords: | Accessibility Diagnosticity Early entrant First-in-market Order effects Pioneering Set size effect Retroactive interference |
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