Featured Research

from universities, journals, and other organizations

New Kids On The Block: Latecomers Must Be Unique To Outperform Pioneer Brands

Date:
October 14, 2008
Source:
University of Chicago Press Journals
Summary:
People evaluate pioneer brands more thoroughly than the next brands they encounter, finds a new study in the Journal of Consumer Research. They also tend to associate attributes common to both brands more to the first brand they encounter.

What is it that allows some brands to succeed and some to fail? Why is it sometimes better to be first and other times more advantageous to reach the market later? A new study in the Journal of Consumer Research takes a close look at the learning process consumers use to evaluate brands.

Related Articles


Authors Marcus Cunha, Jr. (University of Washington-Seattle) and Juliano Laran (University of Miami) found that people evaluate pioneer brands more thoroughly than the next brands they encounter. They also tend to associate attributes common to both brands more to the first brand they encounter.

"In four experiments, we find that consumers more strongly associate common attributes with early-learned brands and unique attributes with late-learned brands," the authors write.

For example, in their first experiment, researchers showed participants a brand-name wine then pointed out two attributes of that wine brand. Then, researchers showed people a second brand name, pointing out two of its attributes. In the second wine, one attribute was common to the first one and one was unique to the second brand. Then researchers showed them a wine with the common attributes and a wine with the unique attributes and asked them to choose what brand the wine was. When shown the common attribute, participants were more likely to choose the first brand, but when shown either of the unique attributes, they were more likely to choose the second brand.

"In this research, we found that a stronger association between the unique attribute and the late-learned brand may result in a late entrant's advantage when the unique attributes are more valued than the common attributes," the authors explain. "When a common attribute is more valued than unique attributes, the early entrant will have an advantage because its brand name will be more strongly associated with the common attribute."

This study could help marketers better learn how to brand products. "We show that people develop a strong association between the unique attribute and the late-learned brand," they conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Marcus Cunha, Jr. and Juliano Laran. Asymmetries in the Sequential Learning of Brand Associations: Implications for the Early Entrant Advantage. Journal of Consumer Research, 2008; DOI: 10.1086/593696

Cite This Page:

University of Chicago Press Journals. "New Kids On The Block: Latecomers Must Be Unique To Outperform Pioneer Brands." ScienceDaily. ScienceDaily, 14 October 2008. <www.sciencedaily.com/releases/2008/10/081014111200.htm>.
University of Chicago Press Journals. (2008, October 14). New Kids On The Block: Latecomers Must Be Unique To Outperform Pioneer Brands. ScienceDaily. Retrieved October 26, 2014 from www.sciencedaily.com/releases/2008/10/081014111200.htm
University of Chicago Press Journals. "New Kids On The Block: Latecomers Must Be Unique To Outperform Pioneer Brands." ScienceDaily. www.sciencedaily.com/releases/2008/10/081014111200.htm (accessed October 26, 2014).

Share This



More Science & Society News

Sunday, October 26, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Texas Nurse Nina Pham Cured of Ebola

Texas Nurse Nina Pham Cured of Ebola

AFP (Oct. 25, 2014) An American nurse who contracted Ebola while caring for a Liberian patient in Texas has been declared free of the virus and will leave the hospital. Duration: 01:01 Video provided by AFP
Powered by NewsLook.com
Ebola Protective Suits Being Made in China

Ebola Protective Suits Being Made in China

AFP (Oct. 24, 2014) A factory in China is busy making Ebola protective suits for healthcare workers and others fighting the spread of the virus. Duration: 00:38 Video provided by AFP
Powered by NewsLook.com
WHO: Millions of Ebola Vaccine Doses by 2015

WHO: Millions of Ebola Vaccine Doses by 2015

AP (Oct. 24, 2014) The World Health Organization said on Friday that millions of doses of two experimental Ebola vaccines could be ready for use in 2015 and five more experimental vaccines would start being tested in March. (Oct. 24) Video provided by AP
Powered by NewsLook.com
Microsoft Riding High On Strong Surface, Cloud Performance

Microsoft Riding High On Strong Surface, Cloud Performance

Newsy (Oct. 24, 2014) Microsoft's Q3 earnings showed its tablets and cloud services are really hitting their stride. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins