PRUEBA EXPERIMENTAL DEL EFECTO DE PREFERENCIA DE MARCAS PIONERAS.

An experiment was carried out in order to prove the preference of the pioneering brands, such effect announced in the field of advertising by Ries and Trout (1981), studied in the academic research of marketing by Kardes et at. (1992, 1993) and predicted from psychology by the positioning index of Pérez-Acosta (1999, 2000). In this study participated 96 college students, divided in four groups of 24 participants each one. A group was exposed initially to mark KUH along with a tutorial software that served as vehicle of the mark. Another group was exposed to another mark (GID). The other two groups were control groups that were exposed previously neither to KUH nor to GID. In general, the control groups did not display a clear preference by some of two brands, as it was predicted. The group whose pioneering brand was KUH preferred it over GID, also in agreement with the expected results. But the group exposed previously to GID also preferred KUH. This last result, along with the analysis of the reasons exposed by the participants about their election, showed that KUH was a priori more attractive than GID, which demands future experiments with brands containing identical affective value. [ABSTRACT FROM AUTHOR]