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Leader-driven primacy: using attribute order to affect consumer choice
(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, ...
Benefits Leader Reversion: How a Once-Preferred Product Recaptures Its Standing
(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 ...