Open AccessConsumer Learning and The Creation of Primacy Advantages For Followers
Author(s) -
Brian T. Engelland,
Bruce L. Alford
Publication year - 1970
Publication title -
journal of business strategies
Language(s) - English
Resource type - Journals
eISSN - 2162-6901
pISSN - 0887-2058
DOI - 10.54155/jbs.17.2.145-162
Subject(s) - optimal distinctiveness theory , perception , cognitive psychology , psychology , test (biology) , marketing , social psychology , business , paleontology , neuroscience , biology
This paper examines the basis for the primacy advantages that pioneersenjoy, then applies it to the strategic plight of followers. The authors developand test a Model of Innovation Learning that shows how individuals relatetheir understanding of new products to those with which they've had previousexposure. In an application of the model to the introduction of a new packagedgood, three factors - relative advantage, expertise, and familiarity arefound to have statistically significant effects on perceived distinctiveness;and perceived distinctiveness is found to be a predictor of perceptual separationand primacy advantage. Suggestions are given to assist in strategy formulationdecisions for followers.