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

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,...