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    Benefits Leader Reversion: How a Once-Preferred Product Recaptures Its Standing

    Cover for Benefits Leader Reversion: How a Once-Preferred Product Recaptures Its Standing
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    View/Open: Benefits_Leader_Reversion.pdf (369kB) Bookview

    Creator
    Carlson, Kurt A.
    Meloy, Margaret G.
    Lieb, Daniel Stephen, 1975-
    Bibliographic Citation
    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.
    Abstract
    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.
    Permanent Link
    http://hdl.handle.net/10822/707940
    External Link
    Full Text from Publisher
    Date Published
    2009
    Subject
    Information distortion; Preference reversal; Pricing; Discount; Reversion;
    Type
    text
    Publisher
    American Marketing Association
    Collections
    • Faculty Scholarship - McDonough School of Business
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    Georgetown University Seal
    ©2009 - 2023 Georgetown University Library
    37th & O Streets NW
    Washington DC 20057-1174
    202.687.7385
    digitalscholarship@georgetown.edu
    Accessibility