Consumer Preference Formation and Pioneering Advantage

TL;DR: In this paper, the authors test the effectiveness of switching costs as an isolating mechanism in the context of the first mover advantage theory in the European mobile telecommunications industry and show that switching costs are an important weapon through which first-mover advantage materializes.

TL;DR: The attribute-balance hypothesis as mentioned in this paper has been used to argue that extremeness aversion is also a function of the dispersion of attribute values within each alternative, and that an option with equal attribute ratings will be perceived as the compromise alternative even when it is not the middle option.

TL;DR: In this paper, a broad-based definition of the market driving approach is developed, and compared to existing paradigms of market driven activity, customer leading and market pioneering, and the suitability of market driving paradigm in addressing the unique characteristics of high technology industries is discussed.

TL;DR: This paper focuses exclusively on late movers and examines the extent to which their early success can be tied to existing market conditions, their resource strengths, and their strategic positioning.

TL;DR: In this paper, the six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research, which may be used for both upper-division undergraduate and graduate level courses.

TL;DR: In this paper, a review of empirical results from the psychological literature in a way that provides a useful foundation for research on consumer knowledge is provided by two fundamental distinctions: consumer expertise is distinguished from product-related experience and five distinct aspects, or dimensions, of expertise are identified.

TL;DR: Theoretical and empirical literature on mechanisms that confer advantages and disadvantages on first-mover firms are surveyed and recommendations are given for future research.

TL;DR: A context theory of classificatio n is described in which judgments are assumed to derive exclusively from stored exemplar information, and the main idea is that a probe item acts as a retrieval cue to access information associated with stimuli similar to the probe.