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Automatic-Unconscious Process Models of Primary Choice

In: Brand Choice

Author

Listed:
  • Randolph J. Trappey
  • Arch G. Woodside

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).

Suggested Citation

  • Randolph J. Trappey & Arch G. Woodside, 2005. "Automatic-Unconscious Process Models of Primary Choice," Palgrave Macmillan Books, in: Brand Choice, chapter 2, pages 9-39, Palgrave Macmillan.
  • Handle: RePEc:pal:palchp:978-0-230-51420-1_2
    DOI: 10.1057/9780230514201_2
    as

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