Resumen
- An experiment was carried out in order to prove the preference of the pioneering brands, such effect announced in the field of advertising by Ries and Trout (1981), studied in the academic research of marketing by Kardes et al. (1992, 1993) and predicted from psychology by the positioning index of Pérez-Acosta (1999, 2000). In this study participated 96 college students, divided in four groups of 24 participants each one