论文信息 - The Effects of Strengthening Category-Brand Associations on Consideration Set Composition and Purchase Intent in Memory-Based Choice

The Effects of Strengthening Category-Brand Associations on Consideration Set Composition and Purchase Intent in Memory-Based Choice

An experiment was conducted to explore the effects of strengthening the association between particular brands and a superordinate choice category on the likelihood of those brands being included in the consideration set, and chosen in a memory-based choice context. Results showed that a brand was more likely to be present in the consideration set, and indicated as an intended choice, if the association between the brand and the choice category was strengthened vs. not strengthened. Attitudinal data suggest that the positive effects of a brand being strongly associated with the choice category operate independently of attitude toward the brand.

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