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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국경영과학회 Management Science and Financial Engineering International Journal of Management Science Vol.17 No.1
- 발행연도
- 2011.5
- 수록면
- 1 - 18 (18page)
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초록· 키워드
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The present study provides a theoretical investigation on pioneering advantage based on reference dependence and loss aversion effect under prospect theory (Kahneman and Tversky, 1979). Behavioral explanations for pioneering advantage are provided from two different perspectives: one based on the prototypicality and the other on the utility uncertainty of the option. A pioneer brand creates the product category and makes a strong impression in customers’ mind, and thus becomes the most representative or prototypical option of the category. In addition, the pioneer brand becomes the first option to be experienced by the majority of consumers in the product category, thus has the lowest level of utility uncertainty compared with the late movers. This study integrates the previous accounts for pioneering advantage by showing that consumers have higher preferences for the most prototypical and the least uncertain option based on loss aversion and reference dependence effect. This study suggests that firms should carefully analyze the consumers’ loss aversion and perceived uncertainty and prototypicality of their products in order to develop effective market entry strategies.
목차
ABSTRACT
1. Introduction
2. Analysis 1: The Prototypicality Effect and Preference for the Middle Option
3. Analysis 2: Status Quo Bias and Uncertainty Aversion
4. Conclusions and Implications
References
Appendix Ⅰ
참고문헌 (42)
참고문헌 신청
1. [학술대회논문] - Alpert, F. / 1987 / Product Categories, Product Hierarchy, and Pioneership: A Consumer Behavior Explanation for Pioneer Brand Advantage / AMA Educators’ Proceedings : 133 ~ 138
2. [학술지(정기간행물)] - Barsalou, L. W. / 1985 / Ideals, Central Tendency, and Frequency of Instantiation as Determinants of Graded Structure / Journal of Experimental Psychology: Learning, Memory, and Cognition 11 : 629 ~ 654
3. [학술지(정기간행물)] - Brenner, L. / 1999 / Comparison, Grouping, and Preference / Psychological Science 10 : 225 ~ 229
4. [학술지(정기간행물)] - Carpenter, G. S / 1989 / Consumer Preference Formation and Pioneering Advantage / Journal of Marketing Research 26 : 285 ~ 298
5. [단행본] - Fishbein, M / 1975 / Beliefs, Attitudes, Intentions, and Behaviors: An Introduction to Theory and Research, Reading, Mass / Addison‐Wesley
2. [학술지(정기간행물)] - Barsalou, L. W. / 1985 / Ideals, Central Tendency, and Frequency of Instantiation as Determinants of Graded Structure / Journal of Experimental Psychology: Learning, Memory, and Cognition 11 : 629 ~ 654
3. [학술지(정기간행물)] - Brenner, L. / 1999 / Comparison, Grouping, and Preference / Psychological Science 10 : 225 ~ 229
4. [학술지(정기간행물)] - Carpenter, G. S / 1989 / Consumer Preference Formation and Pioneering Advantage / Journal of Marketing Research 26 : 285 ~ 298
5. [단행본] - Fishbein, M / 1975 / Beliefs, Attitudes, Intentions, and Behaviors: An Introduction to Theory and Research, Reading, Mass / Addison‐Wesley
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