Abstract
In a laboratory study involving brand choice of hi fi receivers, subjects who were free to use paper and pencil as an external memory aid used more complex choice strategies than subjects that were not provided with paper and pencil. These results are interpreted to mean that current information processing theories of consumer choice may overstate the effects of short term memory constraints.
1The authors wish to acknowledge the assistance of Tyran Jean Fischman in the collection and analysis of the data reported in this study.
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Olshavsky, R.W., Acito, F. (2015). The Effect of External Memory Aids on Choice Strategy1 . In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_19
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DOI: https://doi.org/10.1007/978-3-319-16973-6_19
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