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

    Cover for Leader-driven primacy: using attribute order to affect consumer choice
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    View/Open: Leader-Driven_Primacy.pdf (8.0MB) Bookview

    Creator
    Carlson, Kurt A.
    Meloy, Margaret G.
    Russo, J. Edward
    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
    http://hdl.handle.net/10822/707943
    External Link
    Full Text from Publisher
    Date Published
    2006
    Subject
    Consumer choice; Brands; Consumers; Brand name products; Consumers' preferences; Brand choice;
    Type
    text
    Publisher
    University of Chicago Press
    Collections
    • Faculty Scholarship - McDonough School of Business
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    Georgetown University Seal
    ©2009 - 2023 Georgetown University Library
    37th & O Streets NW
    Washington DC 20057-1174
    202.687.7385
    digitalscholarship@georgetown.edu
    Accessibility