Attribute Order Effect on Product Choice: A Leader Primacy Perspective

• Main Authors: LAW GIM SAN, 羅錦珊
• Other Authors: Chung-Chiang Hsiao
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/89384120370628484319

碩士 === 國立交通大學 === 工業工程與管理系所 === 95 === This research examines how the quality of argument influence the effect of leader primacy when consumers make a product evaluation through the designed attribute order of two different brands. Consumers are often more easily biased in their evaluation of attributes when encountering strong arguments than when encountering weak arguments. Consequently, this research will explain that a good first impression will have significant effect on final product judgment. In addition, the bias of evaluation will be emendated when consumers discover that the integral exhibition of the targeted brand is beneath that of the non-targeted brand. The appliances of the finding for marketing strategies will also be discussed in this research.