Understanding the pioneering advantage from the decision maker's perspective: The case of product involvement and the status quo bias

Researchers have debated the existence of the pioneering advantage. This paper introduces a two-stage decision making framework in order to better understand the contingent nature of this phenomenon. This model provides a theoretical rationale for the incongruous success rates of pioneers in different product categories. By integrating ideas relating to product involvement and the status quo bias, this framework illustrates how the consumer decision process may lead to a pioneering advantage. We conclude with a discussion and directions for future research.