Leader-Driven Primacy: Using Attribute Order to Affect Consumer Choice

Kurt A. Carlson, Margaret G. Meloy and J. Edward Russo

Journal of Consumer Research, 2006, vol. 32, issue 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. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:32:y:2006:i:4:p:513-518

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