Affect referral: more than a choice heuristic
University of Michigan, 1993 - Business & Economics - 284 pages
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THEORY AND HYPOTHESES
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affect referral Affect Strong Affect Affect Weak Affect affect-referral phenomenon ANCOVA ANOVA test ATTACC ATTRIBUTE ACCESSIBILITY ATTACC CSASH attitude attribute information behavior brand in memory brand name choice by affect choice criteria choice heuristic choice processes choice situations codes Compact Car consumer choice covariate Delivery Pizza denotes difference effect of attribute Elantra external brands framework groups Headache Medicine high attribute accessibility hypothesized Hyundai Elantra influence information in memory information processing information units judgment or choice low attribute accessibility Lynch Main Effects memory brand memory-based choice mixed choice tasks null hypothesis overall evaluations Pizzaria position of affect preferred brand present study priority of affect questionnaire referral phenomenon retrieval and utilization retrieval priority role of affect RPA and UPA SBRAND ATTACC significant stimulus brand strength of affect Strong Affect Weak subjects test product categories toothpaste Ultra Brite UPA UPA utilization priority value of affect Weak Affect Strong Weak Stimulus Strong