Once a brand emerges as the leader early in the search process, subsequent information acquisition and evaluation are distorted in favor of that brand.

Question

Quizplus · Accepted Answer

This phenomenon is known as confirmation bias, which means that people tend to focus on information that confirms their existing beliefs and attitudes. As a result, they may overlook or dismiss information that contradicts their initial impressions, which can reinforce their loyalty to the dominant brand.

Once a Brand Emerges as the Leader Early in the Search