Skip to main content
SpringerLink
Log in

The effects of exposure-order and market entry-information on brand preference: a dual process model

  • Original Empirical Research
  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Figure 1
Figure 2

Similar content being viewed by others

References

  • Alba, J. W., Hutchinson, J. W., & Lynch, J. G. Jr. (1991). Memory and decision making. In T. S. Robertson, & H. H. Kassarjian (Eds.) Handbook of consumer behavior (pp. 1–49). Englewood Cliffs: Prentice-Hall.

    Google Scholar 

  • Alpert, F. H. (1987). Product categories, product hierarchy, and pioneership: A consumer behavior explanation for pioneer brand advantage. In M. Solomon, S. Douglas et al. (Eds.), AMA Summer Educators’ Conference Proceedings (pp. 133–138). Chicago: American Marketing Association.

    Google Scholar 

  • Alpert, F. H., & Kamins, M. A. (1994). Pioneer brand advantage and consumer behavior: A conceptual framework and propositional inventory. Journal of the Academy of Marketing Science, 22(3), 244–253.

    Article  Google Scholar 

  • Alpert, F. H., & Kamins, M. A. (1995). An empirical investigation of consumer memory, attitude, and perceptions toward pioneer and follower brands. Journal of Marketing, 59, 34–45 (October).

    Article  Google Scholar 

  • Anderson, N. H. (1981). Foundation of information integration theory. San Diego, CA: Academic.

    Google Scholar 

  • Barzun, J. (2000). From dawn to decadence: 1500 to the present. New York: Harper Collins.

    Google Scholar 

  • Bettman, J. R., Johnson, E. J., & Payne, J. W. (1990). A componential analysis of cognitive effort in choice. Organizational Behavior and Human Decision Processes, 45, 111–139 (February).

    Article  Google Scholar 

  • Bettman, J. R., Johnson, E. J., & Payne, J. W. (1991). Consumer decision making. In T. S. Robertson, & H. Harold (Eds.), Handbook of Consumer Behavior (pp. 50–84). Kassarjian, Englewood Cliffs: Prentice-Hall.

    Google Scholar 

  • Bohlmann, J. D., Golder, P. N., & Mitra, D. (2002). Deconstructing the pioneer’s advantage: Examining vintage effects and consumer valuations of quality and variety. Management Science, 48, 1175–1195 (September).

    Article  Google Scholar 

  • Bolton, L. E. (2007). Believing in first mover advantage. Working paper, Wharton School, University of Pennsylvania.

  • Boulding, W., & Christen, M. (2003). Sustainable pioneering advantage? Profit implications of market entry order. Marketing Science, 22, 371–392 (Summer).

    Article  Google Scholar 

  • Brown, S. (2001). Marketing—the retro revolution. London: Sage.

    Google Scholar 

  • Brown, T. J., & Dacin, P. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61, 68–84 (January).

    Article  Google Scholar 

  • Brown, C. L., & Lattin, J. M. (1994). Investigating the relationship between time in market and pioneering advantage. Management Science, 40, 1361–1369 (October).

    Article  Google Scholar 

  • Brown, S., Kozinets, R., & Sherry, J. (2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, 67, 19–33 (July).

    Article  Google Scholar 

  • Campbell, M. C., & Kirmani, A. (2000). Consumers’ use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27, 69–83 (June).

    Article  Google Scholar 

  • Carpenter, G. S., & Nakamoto, K. (1988). Market pioneering, learning, and preference. In M. J. Houston (Ed.), Advances in Consumer Research (pp. 275–279). Provo, UT: Association for Consumer Research.

    Google Scholar 

  • Carpenter, G. S., & Nakamoto, K. (1989). Consumer preference formation and pioneering advantage. Journal of Marketing Research, 26, 285–298 (August).

    Article  Google Scholar 

  • Chaiken, S., Liberman, A., & Eagly, A. (1989). Heuristic and systematic information processing within and beyond the persuasion context. In J. S. Uleman, & J. A. Bargh (Eds.), Unintended thought (pp. 212–252). New York: Guilford.

    Google Scholar 

  • Chernev, A. (2001). The impact of common features on consumer preferences: A case of confirmatory reasoning. Journal of Consumer Research, 27, 475–488 (March).

    Article  Google Scholar 

  • Ebbinghaus, H. H. (1913). Memory. Translated by H. A. Roger and C. E. Busenius. New York: Teachers College, Columbia University.

  • Feldman, J. M., & Lynch, J. G. Jr. (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of Applied Psychology, 73, 421–435 (August).

    Article  Google Scholar 

  • Golder, P. N., & Tellis, G. J. (1993). Pioneering advantage: Marketing logic or marketing legend. Journal of Marketing Research, 30, 158–170 (May).

    Article  Google Scholar 

  • Haugtvedt, C. P., & Wegener, D. T. (1994). Message order effects in persuasion: An attitude strength perspective. Journal of Consumer Research, 21, 205–218 (June).

    Article  Google Scholar 

  • Houston, D. A., & Sherman, S. J. (1995). Cancellation and focus: The role of shared and unique features in the choice process. Journal of Experimental Social Psychology, 32, 357–378 (July).

    Article  Google Scholar 

  • Houston, D. A., Sherman, S. J., & Baker, S. M. (1989). The influence of unique features and direction of comparison on preferences. Journal of Experimental Social Psychology, 25, 121–141 (March).

    Article  Google Scholar 

  • Hovland, C. I., Janis, I., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. New Haven, CT: Yale University Press.

    Google Scholar 

  • Hovland, C. I., & Mandell, W. (1957). Is there a ‘law of primacy’ in persuasion? In C. I. Hovland et al. (Eds.), The order of presentation in persuasion. New Haven, CT: Yale University Press.

    Google Scholar 

  • Kamins, M. A., Alpert, F. H., & Elliott, M. T. (2000). Independent and interactive effects of exposure sequence, pioneership awareness, and product trial on consumer evaluation of a pioneer brand. Journal of Consumer Psychology, 9(4), 223–229.

    Article  Google Scholar 

  • Kamins, M. A., Alpert, F. H., & Perner, L. (2003). Consumers’ perception and misperception of market leadership and market pioneership. Journal of Marketing Management, 19, 807–834 (August).

    Article  Google Scholar 

  • Kardes, F. R., & Kalyanaram, G. (1992). Order-of-entry effects on consumer memory and judgment: An information integration perspective. Journal of Marketing Research, 29, 343–357 (August).

    Article  Google Scholar 

  • Kardes, F. R., Kalyanaram, G., Chandrashekaran, M., & Dornoff, R. J. (1993). Brand retrieval, consideration set composition, consumer choice, and pioneering advantage. Journal of Consumer Research, 20, 62–75 (June).

    Article  Google Scholar 

  • Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extension. Journal of Marketing Research, 29, 35–50 (February).

    Article  Google Scholar 

  • Kerin, R. A., Varadarajan, R., & Peterson, R. A. (1992). First-mover advantage: A syntheses, conceptual framework, and research propositions. Journal of Marketing, 56, 33–52 (October).

    Article  Google Scholar 

  • Lieberman, M. B., & Montgomery, D. B. (1988). First-mover advantages. Strategic Management Journal, 9, 41–58.

    Article  Google Scholar 

  • Mantel, S. P., & Kardes, F. R. (1999). The role of direction of comparison, attribute-based processing, and attitude-based processing in consumer preference. Journal of Consumer Research, 25, 335–352 (March).

    Article  Google Scholar 

  • Miller, N., & Campbell, D. T. (1959). Recency and primacy in persuasion as a function of the timing of speeches and measurement. Journal of Abnormal and Social Psychology, 59, 1–9.

    Article  Google Scholar 

  • Min, S., Kalwani, M. U., & Robinson, W. T. (2006). Market pioneer and early follower survival risks: A contingency analysis of really new versus incrementally new product-markets. Journal of Marketing, 70, 15–33 (January).

    Article  Google Scholar 

  • Niedrich, R. W., & Swain, S. D. (2003). The influence of pioneer status and experience order on consumer brand preference: A mediated effects model. Journal of the Academy of Marketing Science, 31, 468–480 (Fall).

    Article  Google Scholar 

  • Petty, R. E., & Cacioppo, J. T. (1983). Central and peripheral routes to persuasion: application to advertising. In L. Percy, & A. G. Woodside (Eds.) Advertising and Consumer Psychology (pp 3–23). Toronto: Lexington Books.

    Google Scholar 

  • Pham, M. T., & Muthukrishnan, A. V. (2002). Search and alignment in judgment revision: Implications for brand positioning. Journal of Marketing Research, 39, 18–30 (February).

    Article  Google Scholar 

  • Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior Research Methods, Instruments, and Computers, 36(4), 717–731.

    Google Scholar 

  • Robinson, W. T., & Fornell, C. (1985). Sources of market pioneering advantages in consumer goods industries. Journal of Marketing Research, 25, 87–94 (February).

    Article  Google Scholar 

  • Sanbonmatsu, D. M., & Fazio, R. H. (1990). The role of attitudes in memory-based decision making. Journal of Personality and Social Psychology, 59, 614–622 (October).

    Article  Google Scholar 

  • Schmalensee, R. (1982). Product differentiation advantages of pioneering brands. American Economic Review, 72(3), 349–365.

    Google Scholar 

  • Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate responsibility. Journal of Marketing Research, 38, 225–243 (May).

    Article  Google Scholar 

  • Smallwood, D., & Conlisk, J. (1979). Product quality in markets where consumers are imperfectly informed. Quarterly Journal of Economics, 93, 1–23 (February).

    Article  Google Scholar 

  • Srinivasan, R., Lilien, G. L., & Rangaswamy, A. (2004). First in, first out? The effects of network externalities on pioneer survival. Journal of Marketing, 68, 41–58 (January).

    Article  Google Scholar 

  • Wyer, R. S. (1970). Information redundancy, inconsistency, and novelty and their role in impression formation. Journal of Experiment Social Psychology, 6, 111–127 (January).

    Article  Google Scholar 

  • Zhang, S., & Markman, A. B. (1998). Overcoming the early entrant advantage: The role of alignable and nonalignable differences. Journal of Marketing Research, 35, 413–426 (November).

    Article  Google Scholar 

  • Zhang, S., & Markman, A. B. (2001). Processing product unique features: Alignability and involvement in preference construction. Journal of Consumer Psychology, 11(1), 13–27.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Marketing Department, E. J. Ourso College of Business Administration, Louisiana State University, Baton Rouge, LA, 70803, USA

    Ronald W. Niedrich

  2. Marketing Department, School of Management, Boston University, Boston, MA, 02215, USA

    Scott D. Swain

Authors
  1. Ronald W. Niedrich
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Scott D. Swain
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Ronald W. Niedrich.

Appendix

Appendix

Pops Right (same)

Top Kernel (same)

1. Large size kernels

1. Large size kernels

2. Slightly buttered

2. Slightly buttered

3. Calories equal to about 10 peanuts

3. Calories equal to about 10 peanuts

Pops Right (alignable)

Top Kernel (alignable)

1. Large size kernels

1. Medium size kernels

2. Slightly buttered

2. Not buttered

3. Calories equal to about 10 peanuts

3. Calories equal to about 20 peanuts

Pops Right (unalignable)

Top Kernel (unalignable)

1. Large size kernels

1. Easy to swallow

2. Slightly buttered

2. Comes in different sizes

3. Calories equal to about 10 peanuts

3. Very crispy

Rights and permissions

Reprints and permissions

About this article

Cite this article

Niedrich, R.W., Swain, S.D. The effects of exposure-order and market entry-information on brand preference: a dual process model. J. of the Acad. Mark. Sci. 36, 309–321 (2008). https://doi.org/10.1007/s11747-007-0073-x

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11747-007-0073-x

Keywords

Search

Navigation