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Brand Choice pp 180–237Cite as

Palgrave Macmillan

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

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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.

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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). The Role of Human Cognitive Ability (g) in Consumers’ Automatic and Strategic Processing of Brands. In: Brand Choice. Palgrave Macmillan, London. https://doi.org/10.1057/9780230514201_7

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