Research has consistently found that goals triggered by environmental cues can influence decision making processes outside of conscious awareness. This lack of awareness led naturally to the presumption that decision makers could not report the activation level of nonconsciously primed goals....

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...