| Author: | Heath, R. |
| Title: | Just popping down to the shops for a packet of image statements |
| Journal: | Journal of the Market Research Society
1999 : APR, VOL. 41:2, p. 153-170 |
| Index terms: | MARKET RESEARCH PURCHASING CONSUMERS |
| Language: | eng |
| Abstract: | This paper challenges the notion that purchase decisions involve consideration of rational concepts like brand images. It suggests that most brand data are acquired via low involvement processing and stored in the right brain as sensory associations. These associations often stimulate without any additional rational "thinking". Evidence suggests that many brand choices are made with little or no rational consideration, and can be influenced by all sorts of unlikely factors. |
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