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Asymmetries in the Sequential Learning of Brand Associations: Implications for the Early Entrant Advantage

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  • Marcus Cunha Jr.
  • Juliano Laran

Abstract

The highlighting effect occurs when the order in which consumers learn about brands determines the strength of association between these brands and their attributes. In four experiments, we find that consumers more strongly associate common attributes with early learned brands and unique attributes with late-learned brands. These findings imply an advantage for late entrants when unique attributes offer a higher value than attributes that are common to late and early entrants. We extend an attention-based model of associative learning to accommodate sequential learning of brand associations and predict when late versus early entrants will be able to sustain an advantage. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Marcus Cunha Jr. & Juliano Laran, 2009. "Asymmetries in the Sequential Learning of Brand Associations: Implications for the Early Entrant Advantage," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(5), pages 788-799, October.
    • Handle: RePEc:oup:jconrs:v:35:y:2009:i:5:p:788-799
    DOI: 10.1086/593696
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    Cited by:

    1. Alexey Vedev & Mikhail Khromov, 2015. "Methodology of Compiling Sectoral Financial Balances in the National Economy," Working Papers 120, Gaidar Institute for Economic Policy, revised 2015.
    2. Lim, Choong Hoon & Kim, Kihan & Cheong, Yunjae, 2016. "Factors affecting sportswear buying behavior: A comparative analysis of luxury sportswear," Journal of Business Research, Elsevier, vol. 69(12), pages 5793-5800.
    3. Bradford, Tonya Williams & Sherry, John F., 2013. "Orchestrating rituals through retailers: An examination of gift registry," Journal of Retailing, Elsevier, vol. 89(2), pages 158-175.
    4. Besharat, Ali & Langan, Ryan J. & Nguyen, Carlin A., 2016. "Fashionably late: Strategies for competing against a pioneer advantage," Journal of Business Research, Elsevier, vol. 69(2), pages 718-725.

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