The authors examine how new brand entries affect consumers' consideration sets. A within-subject longitudinal experiment examines several entry positions into existing markets. The results suggest that new brand entries produce changes in consideration sets toward dominating, compromise, and assimilated brands, away from extreme brands in two-brand markets, and toward dominating and away from extreme brands in eight-brand markets. These results are confirmed by a second experiment that utilizes a between-subject design and markets with six existing brands.
Lehmann, Donald, and Yigang Pan. "Context Effects, New Brand Entry, and Consideration Sets." Journal of Marketing Research 31, no. 3 (August 1994): 364-74.
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