Browsing Faculty Scholarship - McDonough School of Business by Creator "Russo, J. Edward"

Now showing items 1-2 of 2

Individual decision-making

Carlson, Kurt A.; Russo, J. Edward (Sage, 2002)
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, ...