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| Author: | Gardial, S. |
| Title: | The effects of memory set accessibility and relevance on the use of memory information during product choice |
| Journal: | Marketing Letters
1993 : JUL, VOL. 4:3, p. 241-251 |
| Index terms: | INFORMATION DECISION MAKING MARKETING |
| Language: | eng |
| Abstract: | The Accessibility-Relevance framework provides a useful perspective to consider the retrieval and use of memory information during product decision making (Alba, Lynch, and Hutchinson, 1990; Lynch, Marmorstein, and Weigold, 1989). However, it considers accessibility on an individual brand basis, while actual product choice often includes information across multiple alternatives. Thus memory set accessibility (MSA), the relative accessibility across memory brands, is introduced as a potentially important but unexplored issue within the Accessibility-Relevance research stream. |
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