Automatic-Unconscious Process Models of Primary Choice

Randolph J. Trappey and Arch G. Woodside

Chapter 2 in Brand Choice, 2005, pp 9-39 from Palgrave Macmillan

Abstract: Abstract In the globally integrated consumer oriented societies of 21St Century, there are three realities all marketers must eventually come to terms with when advertising and marketing a brand: • Customers have very limited attention spans; • They devote little time or effort to processing information about brands or stores; and • They have access, desire, or ability to retrieve easily only a few bits of information about brands or stores included in their long-term memories (see Olshavsky and Granbois, 1979; Kassarjian, 1981).

Keywords: Food Store; Food Price; Store Image; Brand Awareness; Brand Choice (search for similar items in EconPapers)
Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51420-1_2

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DOI: 10.1057/9780230514201_2

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