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Improving preference assessment: limiting the effect of context through pre-exposure to attribute levels
This paper introduces a technique for improving preference assessment by reducing the influence of context on preferential choices. We propose that a decision maker who is exposed to relevant attribute levels will form ...
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, ...