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,...
