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

delete2006-03-01
delete109
delete
OA
AI
K
Kurt A. Carlson *
J
J. Edward Russo
DOI：10.1086/500481delete
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Abstract

Abstract

En 中文
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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Key information extracted from the uploaded paper, including a brief overview, abstract, background, key highlights, visual analysis, and future outlook.

Journal

Journal of Consumer Research cover
Journal of Consumer Research
IF:
6.4
Papers:
2.5K
Citations:
2.5W

Organization

No organization information available