Leader-driven primacy

Using attribute order to affect consumer choice

Kurt A. Carlson, Margaret Grace Meloy, J. Edward Russo

Research output: Contribution to journalArticle

73 Citations (Scopus)

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.

Original languageEnglish (US)
Pages (from-to)513-518
Number of pages6
JournalJournal of Consumer Research
Volume32
Issue number4
DOIs
StatePublished - Mar 1 2006

Fingerprint

leader
Consumer choice
Primacy
Consumer Choice
evaluation
evidence

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

Cite this

Carlson, Kurt A. ; Meloy, Margaret Grace ; Russo, J. Edward. / Leader-driven primacy : Using attribute order to affect consumer choice. In: Journal of Consumer Research. 2006 ; Vol. 32, No. 4. pp. 513-518.
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Leader-driven primacy : Using attribute order to affect consumer choice. / Carlson, Kurt A.; Meloy, Margaret Grace; Russo, J. Edward.

In: Journal of Consumer Research, Vol. 32, No. 4, 01.03.2006, p. 513-518.

Research output: Contribution to journalArticle

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