Benefits Leader Reversion: How a Once-Preferred Product Recaptures Its Standing

In general, consumers establish a preference for one product early in a decision process. When this preference does not include consideration of product prices, the currently preferred product is called the "benefits leader." This article proposes that consumers who switch to a cheaper pro...

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Veröffentlicht in:Journal of marketing research 2009-12, Vol.46 (6), p.788-797
Hauptverfasser: Carlson, Kurt A., Meloy, Margaret G., Lieb, Daniel
Format: Artikel
Sprache:eng
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