The Role of Human Cognitive Ability (g) in Consumers’ Automatic and Strategic Processing of Brands

Randolph J. Trappey and Arch G. Woodside

Chapter 7 in Brand Choice, 2005, pp 180-237 from Palgrave Macmillan

Abstract: Abstract Notwithstanding a number of widely held claims to the contrary, it is held in the main by scientists, academicians and practitioners that a single measurable factor corresponding to human general intelligence does exist. The factor — Spearman’s g, is a gauge of human cognitive ability generally assessed with standardised IQ and other psychometric tests that have been developed in over a century of research and testing. Such tests of human cognitive ability, irrespective of substance or structure, time and again provide evidence that the g factor influences all aspects of human cognition. For a comprehensive review of the discovery of g, cognitive abilities, testing and competing theories to g, see Carroll’s (1993) work.

Keywords: Cognitive Ability; Product Category; Soft Drink; Fast Food; Work Memory (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_7

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DOI: 10.1057/9780230514201_7

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