Leader-Driven Primacy: Using Attribute Order to Affect Consumer Choice
Kurt A. Carlson, Margaret G. Meloy, J. Edward Russo
Journal of Consumer Research · 2006 · Volume 32 · Issue 4
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.
Keywords
Behavioral Decision Theory, Choice (Brand or Product Level), Cognitive Processes, Judgment and Decision Making
Enable JavaScript for citation tools and additional paper interactions.