Ask Not What the Brand Can Evoke; Ask What Can Evoke the Brand?
Research on consumer memory and choice has been dominated by paradigms that implicitly assume the availability of the brand, whether it is physically present in the choice situation or symbolically present in working memory as a member of a stable evoked set of brands in a product category. Research attention, therefore, typically has focused on the accessibility of brand information, given the presence of the brand. Recently, brand accessibility has attracted some attention, but only from the perspective that the product category is the stimulus activating brand retrieval processes. In this paper, we propose the alternative view that brand retrieval is more frequently stimulated by consumption goals or consumption occasions, and a model is developed that reflects this ecological dimension of consumer choice, using concepts of spreading activation and goal-derived categories.
Stephen S. Holden and Richard J. Lutz. "Ask Not What the Brand Can Evoke; Ask What Can Evoke the Brand?" Advances in Consumer Research, Provo, UT: Association for Consumer Research. 19 (1992): 101-107.
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