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Cover for Improving preference assessment: limiting the effect of context through pre-exposure to attribute levels

Improving preference assessment: limiting the effect of context through pre-exposure to attribute levels

Carlson, Kurt A.; Bond, Samuel D. (Informs, 2006)

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 ...

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

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, ...