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

Volume: 32, Issue: 4, Pages: 513 - 518
Published: Mar 1, 2006
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...
Paper Details
Title
Leader-Driven Primacy: Using Attribute Order to Affect Consumer Choice
Published Date
Mar 1, 2006
Volume
32
Issue
4
Pages
513 - 518
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.