Abstract
This article focuses on memory-based choice situations where changes in a brand's accessibility may affect the probability that it is retrieved and considered for choice. In such instances, factors other than evaluation may affect which brands are brought to mind at purchase. Two experiments are described that manipulate the determinants of brand accessibility and measure consequent effects on retrieval, consideration, choice, and evaluation. Results provide evidence for the influence of memory during the brand-choice process. For a brand to be selected in memory-based choice, the consumer must recall that brand and fail to recall other brands that might otherwise be preferred. Copyright 1990 by the University of Chicago.
Keywords
RecallConsumer researchAdvertisingConsumer choicePsychologyMarketingBusinessCognitive psychology
Affiliated Institutions
Related Publications
Price, brand name, and product composition characteristics as determinants of perceived quality.
While price and brand image have both been found to be determiners of product quality perception, the potency of these two cues has never been directly compared. Moreover, those...
Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior.
Drawing from recent developments in social cognition, cognitive psychology, and behavioral decision theory, we analyzed when and how the act of measuring beliefs, attitudes, int...
Publication Info
- Year
- 1990
- Type
- article
- Volume
- 17
- Issue
- 3
- Pages
- 263-263
- Citations
- 915
- Access
- Closed
External Links
Social Impact
Altmetric
PlumX Metrics
Social media, news, blog, policy document mentions
Citation Metrics
915
OpenAlex
Cite This
Prakash Nedungadi
(1990).
Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations.
Journal of Consumer Research
, 17
(3)
, 263-263.
https://doi.org/10.1086/208556
Identifiers
- DOI
- 10.1086/208556