Individual decision-making
Creator
Carlson, Kurt A.
Russo, J. Edward
Permanent Link
http://hdl.handle.net/10822/707948External Link
Full Text from PublisherDate Published
2002Subject
Type
Is Part Of
Handbook of marketing
Publisher
Sage
Metadata
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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, ...