The Effects of Exposure-Order and Market Entry-Information on Brand Preference: A Dual Process Model

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, market entry, order effects, pioneering, set size effect, retroactive interference, dual process, heuristics

JEL Classification: C12, D81, D83, M31, L00