Study: Information order shapes bias

January 30, 2006

Duke University scientists say they've determined consumers are likely to give support to a brand that first appears to show superiority in its category.

The researchers say they looked at a previously unexplored market phenomenon: the powerful influence of "leader-driven primacy" on consumer choice.

"Our research shows how information order can be used to create a tentative preference for one option over another," explain the researchers. "Once a leader emerges, consumers build support for it by biasing their interpretation of new information to favor it. The consequence of this process is that it is possible to dictate which brand consumers ultimately select, merely by changing the order of the information."

The team examined leader-driven primacy using backpacks, winter coats and restaurants. In one study, two options were intentionally made to be equivalent overall. In another, one choice was markedly superior. In both studies, the researchers were able to influence which brand was favored, noting "this is the first paper to show that information order can be used to influence choice in such a way."

The research will appear in an upcoming issue of the Journal of Consumer Research.

Copyright 2006 by United Press International

Explore further: Report: Some top baby monitors lack basic security features

Related Stories

Counterfeiting improves fashion quality, study finds

August 19, 2015

Counterfeit products have the power to stimulate innovation in the fashion industry and benefit consumers, according to a new study published in Marketing Science, a journal of the Institute for Operations Research and the ...

Lasers tailor graphene for new electronics technology

August 6, 2015

Carbon nanomaterials display extraordinary physical properties, outstanding among any other substance available, and graphene has grown as the most promising material for brand-new electronic circuitry, sensors and optical ...

Recommended for you

For 2-D boron, it's all about that base

September 2, 2015

Rice University scientists have theoretically determined that the properties of atom-thick sheets of boron depend on where those atoms land.

0 comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.