Conference Proceeding Article
In a series of studies we examine the relationship between perceptual fluency, attitudes and their accessibility and choice from a limited set of brands. We hypothesize that under these conditions, brand choice is a two-stage process. The first stage is a recognition stage where certain brands will "stand out" in the environment. The second stage is a choice stage, where consumers use information about the brands, which is stored in memory to make a choice.
Advances in Consumer Research
Association for Consumer Research
Mitchell, Andrew A. and Chung, Seh-Woong.
Perceptual Fluency, Attitudes and Choice: Special Session: The Role of Metacognition in Consumers’ Judgments. (2006). Advances in Consumer Research. 34, 30-30. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/35