Managers of new-to-the-market ingredient brands often use brand alliances to help establish the identity of an ingredient brand name. One common form of a brand alliance is joint branding in which an ingredient brand name is promoted on the host brand package. For new-to-the-market or little...

Several studies show that information used to screen alternatives becomes less important relative to information acquired latter in the search process simply because it was used to screen. Experiment 1 shows that the tendency to deemphasize prescreening information leads to systematically...