Making a Difference: The Influence of Expected Separation in Consumer Choice Processes
Carlson, Kurt A.
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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, ...