Browsing Faculty Scholarship - McDonough School of Business by Creator "Meloy, Margaret G."

Now showing items 1-2 of 2

    • Benefits Leader Reversion: How a Once-Preferred Product Recaptures Its Standing 

      Carlson, Kurt A.; Meloy, Margaret G.; Lieb, Daniel Stephen, 1975- (American Marketing Association, 2009)
      In general, consumers establish a preference for one product early in a decision process. When this preference does not include consideration of product prices, the currently preferred product is called the “benefits ...

    • Leader-driven primacy: using attribute order to affect consumer choice 

      Carlson, Kurt A.; Meloy, Margaret G.; Russo, J. Edward (University of Chicago Press, 2006)
      Leader-driven primacy uses initial product information to install a targeted brand as the early leader in a choice between two brands. Biased evaluation of subsequent attributes builds support for the targeted brand, ...