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
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