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| Author: | Prabhaker, P. Sauer, P. |
| Title: | Hierarchical heuristics in evaluation of competitive brands based on multiple cues |
| Journal: | Psychology & Marketing
1994 : MAY/JUN, VOL. 11:3, p. 217-234 |
| Index terms: | MARKETING HEURISTIC METHODS BRANDS |
| Language: | eng |
| Abstract: | The primary focus of this research is to develop a conceptual framework for analyzing the process by which consumers evaluate brand quality based on multiple cues. The representative design nature of this theory provides a strong analytical foundation for comparing the use of hierarchical versus nonhierarchical heuristics by consumers in making overall brand evaluations. It also enables the modeling of individual differences among consumers in their choice of heuristics to evaluate brands. |
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