How do consumers resolve goal conflicts en route to making a choice? To answer this question, we examined choices in which two products were means to achieving different and conflicting goals. To glean insight into how consumers reconcile predecisional goal conflict, we tracked emerging...

Leader-driven primacy in consumer choice uses initial product information to install a targeted brand as the early leader. Then the biased evaluation of subsequent attributes builds support for that brand. The end result is that the manipulation of information order impacts the proportion of...