Journal of Consumer Research 1988
Choices from Sets Including Remembered Brands: Use of Recalled Attributes and Prior Overall Evaluations
Abstract
Consumers faced choices in which some or all alternatives had to be recalled from memory. Experiments 1 and 2 investigated conditions that lead consumers to use recalled prior evaluations versus recalled brand attribute information as inputs to brand choices. Results suggest that consumers use a potential input to make a choice if it is accessible in memory and if they perceive it as more diagnostic than other accessible potential inputs. The theoretical framework used to interpret these results has the potential to integrate past work on affect referral, the link between memory and judgment, and the role of attitudes in choice.
- DOI
- 10.1086/209155
- Sources
- openalex