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...

How do consumers manage goal conflicts before making a choice? This question was studied by examining emerging preferences in choices involving two products that were means to conflicting goals. These preference patterns revealed that an initially active goal, which had been set aside to...