2-O: Environmental Threats and the Brand Incumbency Advantage

Even Lanseng, Norwegian School of Management, Norway
The idea that the incumbency advantage is limited to certain environmental threats is examined. Two studies demonstrate the incumbency advantage in the presence of pathogen threat cues and two studies show a diminished incumbency advantage in the presence of social exclusion and mating cues.
[ to cite ]:
Even Lanseng (2017) ,"2-O: Environmental Threats and the Brand Incumbency Advantage", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1042-1042.