As the Internet becomes an increasingly popular medium in which to conduct business, strategists have argued over the best generic strategy for online firms, and one topic that has remained controversial is first-mover advantage theory. This thesis looks at first-mover advantage and the electronic commerce industry. In particular, it will study the effects of pioneering status on consumer cognition (specifically retrieval, recall, and preference) in the online travel-booking industry. By replicating the methods and analysis of a previous survey-based approach study conducted by Alpert and Kamins (“An Empirical Investigation of Consumer Memory, Attitude, and Perceptions Toward Pioneer and Follower Brands”), this thesis was able to analyze how a convenience sampling of Colorado College students think about the pioneer brand in the online travel-booking industry. A close analysis of the survey results rejects the three initial hypotheses that favor the pioneer.