search query: @indexterm BRAND CHOICE / total: 192
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| Author: | Thelen, E. Woodside, A. |
| Title: | What evokes the brand or store? Consumer research on accessibility theory applied to modeling primary choice |
| Journal: | International Journal of Research in Marketing
1997 : MAY, VOL. 14:2, p. 125-145 |
| Index terms: | BRAND CHOICE SUPERMARKETS LOGISTICS |
| Language: | eng |
| Abstract: | Using survey responses (n=401) of a sample of households in one market area in Austria, the authors test hypotheses grounded in accessibility theory: a concept or object may be "available" from memory but may be "accessible" only under certain conditions. Accessibility estimates strength of the cue-to-object link: a strong link facilitates retrieavl of the object upon presentation of the cue. Four hypotheses are presented. The findings provide support for the first, second and fourth hypotheses, but only partial support for the third. |
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