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Automatic-Unconscious Process Models of Primary Choice

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Brand Choice

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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).

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Authors
  1. Randolph J. Trappey III
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  2. Arch G. Woodside
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© 2005 Randolph J. Trappey III and Arch Woodside

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Trappey, R.J., Woodside, A.G. (2005). Automatic-Unconscious Process Models of Primary Choice. In: Brand Choice. Palgrave Macmillan, London. https://doi.org/10.1057/9780230514201_2

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