Benefits Leader Reversion: How a Once-Preferred Product Recaptures Its Standing
Carlson, Kurt A.
Meloy, Margaret G.
Lieb, Daniel Stephen, 1975-
Carlson, K. A., Meloy, M. G., & Lieb, D. (2009). Benefits Leader Reversion: How a Once-Preferred Product Recaptures Its Standing. Journal of Marketing Research, 46(6), 788-797.
In general, consumers establish a preference for one product early in a decision process. When this preference does not include consideration of product prices, the currently preferred product is called the “benefits leader.” This article proposes that consumers who switch to a cheaper product after learning prices retain a trace of preference for the benefits leader. Retention of the benefits leader is evidenced by the distortion of new information to favor the benefits leader and by greater-than normative reversion to it. The authors also find that reversion does not occur when the initially leading product (that consumers switch from) is based on a cost savings. This suggests that though consumers retain cognitive elements associated with benefits leaders, they do not retain similar elements associated with leaders based on cost savings.
External LinkFull Text from Publisher
MetadataShow full item record
Showing items related by title, author, creator and subject.
Carlson, Kurt A.; Meloy, Margaret G.; Russo, J. Edward (University of Chicago Press, 2006)Leader-driven primacy uses initial product information to install a targeted brand as the early leader in a choice between two brands. Biased evaluation of subsequent attributes builds support for the targeted brand, ...
Buffy-Coat-Derived Pooled Platelet Concentrates and Apheresis Platelet Concentrates: Which Product Type Should Be Preferred? Schrezenmeier, H; Seifried, E (2010-07-01)There is an ongoing debate whether platelet concentrates (PCs) prepared from either whole-blood donations or by plateletpheresis are superior. Usage of these two product types varies greatly between countries and individual ...