Publication Type

Conference Proceeding Article

Publication Date

2006

Abstract

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.

Discipline

Marketing

Research Areas

Marketing

Publication

Advances in Consumer Research

Volume

34

First Page

30

Last Page

30

ISSN

0098-9258

Publisher

Association for Consumer Research

Additional URL

http://acrwebsite.org/volumes/12846/volumes/v34/NA-34

Included in

Marketing Commons

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