How Behavioral Primacy Interacts with Short-Term Marketing Tactics to Influence Subsequent Long-Term Brand Choice
AbstractIn a new purchasing environment (e.g., where a consumer moves to a new city), do consumers tend to keep buying the first brand that they try? If so, a behavioral primacy effect might be at work. Behavioral primacy exists when consumers tend to repeat-buy the first brand that they purchased more often than other brands that are bought in the same purchase environment. This report assumes the physical experience of buying and using the first brand is satisfactory, and that all competing brands are available in adjacent spaces (as in a supermarket or on a website). This article presents findings that demonstrate a behavioral primacy effect: purchasing a brand in the first week was found to have a significant impact on how often a brand was subsequently bought. Furthermore, initial experience in combination with marketing influence tactics (such as specific prices, coupons, and advertising) greatly increases the probability of purchase of a given brand. The findings support the focus by many marketers on attracting consumers to try their brand first. One rationale for this strategy is that in mundane product categories, if a brand experience is satisfactory, continuing to buy the first-brand bought helps to conserve cognitive effort for a consumer s more important concerns.Assistance in data analysis by Eric Goodwin, Boston College, is acknowledged with gratitude. Partial financial support from an ARC research grant is acknowledged (DP0344446).
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Cambridge University Press in its journal Journal of Advertising Research.
Volume (Year): 45 (2005)
Issue (Month): 02 (June)
Contact details of provider:
Postal: The Edinburgh Building, Shaftesbury Road, Cambridge CB2 2RU UK
Fax: +44 (0)1223 325150
Web page: http://journals.cambridge.org/jid_JARProvider-Email:firstname.lastname@example.org
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Li, Chu-Shiu & Lin, Chih Hao & Liu, Chwen-Chi & Woodside, Arch G., 2012. "Dynamic pricing in regulated automobile insurance markets with heterogeneous insurers: Strategies nice versus nasty for customers," Journal of Business Research, Elsevier, vol. 65(7), pages 968-976.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Keith Waters).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.