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| Tekijä: | Nedungadi, P. |
| Otsikko: | Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations |
| Lehti: | Journal of Consumer Research
1990 : DEC, VOL. 17, p.263-276 |
| Asiasana: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR BRAND CHOICE |
| Kieli: | eng |
| Tiivistelmä: | It is examined how memory may affect brand consideration and how it influences choice. Then the factors that determine accessibility in memory are identified. In memory-based choice situations, factors other than evaluation may affect which brands are brought to mind at purchase. Two experiments were made that manipulated the accessibility of alternatives, and examined the effects on the probabilities of brand consideration and choice. |
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