Automatic-Unconscious Process Models of Primary Choice

  • Randolph J. TrappeyIII
  • Arch G. Woodside


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).


Food Store Food Price Store Image Brand Awareness Brand Choice 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Randolph J. Trappey III and Arch Woodside 2005

Authors and Affiliations

  • Randolph J. TrappeyIII
  • Arch G. Woodside

There are no affiliations available

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