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Brand Choice pp 180-237 | Cite as

The Role of Human Cognitive Ability (g) in Consumers’ Automatic and Strategic Processing of Brands

  • Randolph J. TrappeyIII
  • Arch G. Woodside

Abstract

Notwithstanding a number of widely held claims to the contrary, it is held in the main by scientists, academicians and practitioners that a single measurable factor corresponding to human general intelligence does exist. The factor — Spearman’s g, is a gauge of human cognitive ability generally assessed with standardised IQ and other psychometric tests that have been developed in over a century of research and testing. Such tests of human cognitive ability, irrespective of substance or structure, time and again provide evidence that the g factor influences all aspects of human cognition. For a comprehensive review of the discovery of g, cognitive abilities, testing and competing theories to g, see Carroll’s (1993) work.

Keywords

Cognitive Ability Product Category Soft Drink Fast Food Work Memory 
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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