An early lead: New study reveals consumer inclination to bias information in favor of market leader

A groundbreaking new study explores a previously unexposed market phenomenon: the powerful influence of "leader-driven primacy" on consumer choice. Consumers, argue the researchers from Duke University, are very likely to give subsequent support to the brand that first appears to show superiority in its category. We might even be influenced to choose an inferior product if the earliest information we get about it is positive.