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

DigitalGeorgetown Repository

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

Show full item record

Leader-driven primacy: using attribute order to affect consumer choice https://repository.library.georgetown.edu/bitstream/handle/10822/707943/Leader-Driven_Primacy.pdf.jpg?sequence=4&isAllowed=y
Title: Leader-driven primacy: using attribute order to affect consumer choice
Author: Meloy, Margaret G.; Russo, J. Edward; Carlson, Kurt A.
Bibliographic Citation: Carlson, K. A., Meloy, M. G., & Russo, J. (2006). Leader-Driven Primacy: Using Attribute Order to Affect Consumer Choice. Journal Of Consumer Research, 32(4), 513-518.
Abstract: 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, causing the choice itself to be biased. Study 1 finds evidence of this effect in choices between two equally attractive brands. Study 2 extends the finding to a situation where one brand is inferior and to conditions where participants do not explicitly identify their leader. Study 3 shows how leader-driven primacy can be reduced by encouraging brand-based processing.
Permanent Link:
External Link: Full Text from Publisher
Date Created: 2006
Subject: Consumer choice; Brands; Consumers; Brand name products; Consumers' preferences; Brand choice
Type: Article


Files in this item

Files Size Format View Description Dynamic View
Leader-Driven_Primacy.pdf 7.977Mb PDF Thumbnail Main article  

This item appears in the following Collection(s)

Show full item record

Search DigitalGeorgetown


My Account