It’s not always best to be first, finds a new study from the Journal of Consumer Research. The researchers examined how consumers evaluate new products and found that many products may actually benefit from having competition, entering the market as followers rather than as the first of their kind.
New types of products are constantly being developed and introduced. When a brand releases a product that has never been offered by any brand before, it is the “pioneer” product, and consumers can’t evaluate it in the same way they evaluate existing products, the researchers explain. For example, Clorox was the pioneer brand for disinfectant wipes.
Other brands that then release similar products are termed “followers.” Mr.