The effects of exposure-order and market entry-information on brand preference: A dual process model
Document Type
Article
Publication Date
9-1-2008
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. © 2007 Academy of Marketing Science.
Publication Source (Journal or Book title)
Journal of the Academy of Marketing Science
First Page
309
Last Page
321
Recommended Citation
Niedrich, R., & Swain, S. (2008). The effects of exposure-order and market entry-information on brand preference: A dual process model. Journal of the Academy of Marketing Science, 36 (3), 309-321. https://doi.org/10.1007/s11747-007-0073-x