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

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

Research output: Contribution to journalArticlepeer-review

100 Scopus citations


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
Issue number4
StatePublished - Mar 1 2006

All Science Journal Classification (ASJC) codes

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


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