Predicting Memory-Based Consumer Choices From Recall and Preferences

We present a two-stage model of consumer brand choice using behavioral measures of both brand memory and preference. This model outperforms standard models accounting for preferences alone in predicting memory-based choices, and also sheds new light on the mechanism by which brand memory is translated into purchase behavior.



Citation:

Zhihao Zhang, Aniruddha Nrusimha, Andrew Kayser, and Ming Hsu (2018) ,"Predicting Memory-Based Consumer Choices From Recall and Preferences", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 878-879.

Authors

Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Andrew Kayser, University of California, San Francisco
Ming Hsu, University of California Berkeley, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Pangs from Persuasion: When Recommendations Undermine Consumers’ Social Worth

Suzanne Galia Rath, Queens University, Canada
Laurence Ashworth, Queens University, Canada
Nicole Robitaille, Queens University, Canada

Read More

Featured

K3. Goal or Knowledge? Exploring the Nature of Culture and its Consequential Effect

Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More

Featured

Assemblages of Denim: Transforming from Mundane to Remarkable Consumption Object

Eminegül Karababa, Middle East Technical University
Mahmut Sami Islek, Eskisehir Osmangazi University
Ufuk Ay, KTO Karatay University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.