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

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

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Title: Benefits Leader Reversion: How a Once-Preferred Product Recaptures Its Standing
Author: Meloy, Margaret G.; Lieb, Daniel Stephen, 1975-; Carlson, Kurt A.
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 Created: 2009
Subject: Information distortion ; Preference reversal ; Pricing ; Discount ; Reversion
Type: Article


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