How Behavioral Primacy Interacts with Short-Term Marketing Tactics to Influence Subsequent Long-Term Brand Choice

Arch G. Woodside and Mark D. Uncles

In a new purchasing environment (e.g., where a consumer moves to a new city), do consumers tend to keep buying the first brand that they try? If so, a behavioral primacy effect might be at work.

How Behavioral Primacy Interacts with Short-Term Marketing Tactics to Influence Subsequent Long-Term Brand Choice

Arch G. WoodsideBoston College

Mark D. UnclesUniversity of New South Wales, Sydney

Assistance in data analysis by Eric Goodwin, Boston College, is acknowledged with gratitude. Partial financial support from an ARC research grant is acknowledged (DP0344446).

“... when Amanda O'Brien moved to Melbourne, she learned which stores carried the type of clothing she liked at prices she could afford by shopping in a number of stores, ... Once she found a store that carried clothing that met her requirements, she tended to patronize...

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