The effects of exposure-order and market entry-information on brand preference: a dual process model

Journal of the Academy of Marketing Science · 2008 · Volume 36 · Issue 3

Abstract

A dual process model is proposed that identifies the conditions under which two separate and additive effects on brand preference may obtain. The first is an exposure-order effect that can influence attribute-based processing. The second is the effect of market entry-information that can result in theory-driven processing. The model was tested and supported across two experiments, which demonstrate that the effects of market entry-information and exposure-order on brand preference depend on attribute-type and the time between attribute encoding and preference construction. In contrast to previous research, conditions are identified where market entry-information has no effect on preference and where the second-encountered brand is preferred to the first.

Keywords

Accessibility, Diagnosticity, Early entrant, First-in-market, Order effects, Pioneering, Set size effect, Retroactive interference

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