Leader-driven primacy: using attribute order to affect consumer choice
Meloy, Margaret G.
Russo, J. Edward
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.
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.
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