Accessing memory and customer choice:benefit-to-store (brand) retrieval models that predict purchase
Arch G Woodside Freeman School of Business, Tulane University, United States andEva M Thelen University of Innsbruck, Austria
Asking benefit-to store evocations for modeling store choice
Several researchers (Cohen 1966; Fazio 1986; Fazio, Powell and Herr 1983; Fazio, Powell and William 1989; Holden and Lutz 1992; Woodside and Trappey 1992a, 1992b; Holden 1993) have emphasized the need to measure customer memory-accessibilities of possible solutions (i.e., stores or brands) when focusing attention on a buying or a consuming frame...