Jonathan D. Bohlmann

Information Acceleration: Validation and Lessons from the Field

Stable URL:http://links.jstor.org/sici?sici=0022-2437%28199702%2934%3A1%3C143%3AIAVALF%3E2.0.CO%3B2-MJournal of Marketing Research is currently published by American Marketing Association.Your use of the JSTOR archive indicates your acceptance of JSTORs Terms and Conditions of Use, available athttp://www.jstor.org/about/terms.html. JSTORs Terms and Conditions of Use provides, in part, that unless you have obtainedprior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content inthe JSTOR archive only for your personal, non-commercial use.Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained athttp://www.jstor.org/journals/ama.html.Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printedpage of such transmission.The JSTOR Archive is a trusted digital repository providing for long-term preservation and access to leading academicjournals and scholarly literature from around the world. The Archive is supported by libraries, scholarly societies, publishers,and foundations. It is an initiative of JSTOR, a not-for-profit organization with a mission to help the scholarly community takeadvantage of advances in technology. For more information regarding JSTOR, please contact support@jstor.org.http://www.jstor.orgSun Oct 21 14:33:01 2007

Deconstructing the Pioneer's Advantage: Examining Vintage Effects and Consumer Valuations of Quality and Variety

Several studies have demonstrated an order-of-entry effect on market share, suggesting that pioneers outperform later entrants. However, other research has pointed out the limitations of these studies and found evidence that many pioneers fail or have low market share. Given this background, the purpose of this research is to understand the conditions under which pioneers are more likely and also less likely to have an advantage. We propose a game-theoretic model that includes important sources of pioneer advantages as well as disadvantages. Specifically, we incorporate a pioneer advantage due to preemption in markets with heterogeneous tastes. In addition, we incorporate a potential pioneer disadvantage due to technology vintage effects, where later entrants utilizing improved technology can have lower costs and higher quality. The model allows us to evaluate the extent of vintage effects necessary to overcome a pioneers advantage. Key relationships are found between the magnitude of the pioneer advantage or disadvantage and consumer valuations of product attributes (e.g., variety and quality). We empirically validate the model with vintage effect data in 36 product categories, and measures of consumer valuations of product variety and quality for 12 of these 36 categories. The results show that pioneers do better in product categories wherevariety is more important and worse in categories where productquality is more important. Pioneers in categories with high vintage effects are shown to have lower market shares and higher failure rates. Similar results appear when analyzing persistence of market leadership over time, further validating our models major implications. We also present two case studies that illustrate key elements of the model.

Household preference revisions and decision making: The role of disconfirmation

Abstract In this paper, we examine the role of disconfirmation as an important determinant of household preference revisions and decision making. Although prior research has examined decision influence and information exchange in household decision making, the impact of disconfirmation on individual family member preferences and the joint household preference has not been explicitly studied. Analogous to the main types of social influence found within groups, we identify two types of disconfirmation that impact individual preferences arising from family interaction or discussion. These two types of disconfirmation are informational disconfirmation, related to new product information revealed in family discussion being different than ones prior beliefs, and preference disconfirmation, where a family member has incorrect expectations of the preferences of other influential household members. An empirical study involving a household vacation decision demonstrates significant disconfirmation effects in explaining individuals post-discussion preferences, as well as the joint household preference and decision. Based on the empirical results, we discuss various implications and suggest future research to study the specific consequences of disconfirmation in household decisions.

Enacting Change in Strategic Marketing Decisions: The Role of Regulatory Focus in Teams

The ability to enact change underlies long-term marketing success. We examine how individual and leadership motivations influence a team’s propensity to enact change across a variety of marketing decisions. We utilize regulatory focus theory and identify the effects of regulatory focus match vs. mismatch within teams on the propensity to enact change in decision-making across the marketing mix. We find that regulatory focus match renders leadership-prescribed goal pursuit strategies ineffective and that only teams under regulatory focus mismatch make decisions consistent with leadership-prescribed goal pursuit strategies. For regulatory match teams, our results demonstrate that a promotion focus is associated with greater levels of change in team marketing decisions than a prevention focus.