Benefits Leader Reversion: How a Once-Preferred Product Recaptures Its Standing
研究发现消费者在决策早期会偏好某一产品（利益领先者），即使因价格转向更便宜的产品，仍会保留对利益领先者的偏好痕迹，导致信息扭曲和高于常态的回归。
Abstract 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 product after learning prices retain a trace of preference for the benefits leader. Retention of the benefits leader is evidenced by the distortion of new information to favor the benefits leader and by greater-than-normative reversion to it. The authors also find that reversion does not occur when the initially leading product (that consumers switch from) is based on a cost savings. This suggests that though consumers retain cognitive elements associated with benefits leaders, they do not retain similar elements associated with leaders based on cost savings.