TY - JOUR
T1 - Independent and Interactive Effects of Exposure Sequence, Pioneership Awareness, and Product Trial on Consumer Evaluation of a Pioneer Brand
AU - Kamins, Michael A.
AU - Alpert, Frank H.
AU - Elliott, Michael T.
N1 - Prior theoretical research has established 3 sources of pioneer brand advantage: exposure sequence, product trial, and pioneer status. Researchers hav...
PY - 2000/1/1
Y1 - 2000/1/1
N2 - Prior theoretical research has established 3 sources of pioneer brand advantage: exposure sequence, product trial, and pioneer status. Researchers have studied only 1 source at a time and have not differentiated among the sources. Therefore, the question as to whether these sources contribute additively or nonadditively to the pioneer brand advantage is still an unanswered question. Moreover, this question increases in importance in proportion to the degree to which consumers are able to identify which brand is the pioneer in a given product class. This research presents the results of 2 studies using an experimental design and survey research approach, respectively, to examine the issues just discussed. The main finding of the 1 st study is a moderating effect of exposure sequence and trial on the impact of pioneership labeling in terms of sales expectations. Providing pioneer awareness positively affects sales expectations when a pioneer brand receives 2nd exposure to consumers as opposed to 1 st exposure. However, when both products have been tried, the trial experience tends to dominate the benefit of the pioneer label cue. The main finding of the 2nd study is that consumers are typically unaware of which brand is the pioneer in a given product class. These findings suggest managers of pioneer brands should consider including the brand's pioneer status in marketing communications, particularly under the rather common occurrence when consumers have already been exposed to other brands and might be unaware of the pioneer's true status.
AB - Prior theoretical research has established 3 sources of pioneer brand advantage: exposure sequence, product trial, and pioneer status. Researchers have studied only 1 source at a time and have not differentiated among the sources. Therefore, the question as to whether these sources contribute additively or nonadditively to the pioneer brand advantage is still an unanswered question. Moreover, this question increases in importance in proportion to the degree to which consumers are able to identify which brand is the pioneer in a given product class. This research presents the results of 2 studies using an experimental design and survey research approach, respectively, to examine the issues just discussed. The main finding of the 1 st study is a moderating effect of exposure sequence and trial on the impact of pioneership labeling in terms of sales expectations. Providing pioneer awareness positively affects sales expectations when a pioneer brand receives 2nd exposure to consumers as opposed to 1 st exposure. However, when both products have been tried, the trial experience tends to dominate the benefit of the pioneer label cue. The main finding of the 2nd study is that consumers are typically unaware of which brand is the pioneer in a given product class. These findings suggest managers of pioneer brands should consider including the brand's pioneer status in marketing communications, particularly under the rather common occurrence when consumers have already been exposed to other brands and might be unaware of the pioneer's true status.
UR - https://www.sciencedirect.com/science/article/pii/S1057740800703408
U2 - 10.1207/S15327663JCP0904_4
DO - 10.1207/S15327663JCP0904_4
M3 - Article
VL - 9
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
ER -