Accessing memory and customer choice: Benefit-to-store (Brand) retrieval models that predict purchase.

This paper presents a two-step model of how customers select brands and shop at stores. First, they focus on a buying problem, and only in the second phase do they retrieve a few benefit-to-brand (or benefit-to-store) linkages relevant to solving the buying problem.

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...

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