Of rats and brands : a learning-and-memory perspective on consumer decisions (Book, 2004) [WorldCat.org]
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Of rats and brands : a learning-and-memory perspective on consumer decisions

Author: Stijn M J van Osselaer
Publisher: Rotterdam : Erasmus Research Institute of Management, Erasmus University, 2004.
Series: Inaugural addresses research in management series, EIA-023-MKT.
Edition/Format:   Print book : English
Summary:
When consumers evaluate or choose products, they rely on what they have learned and can remember about those products’ characteristics, such as brand names, ingredients, orfeatures. Several experiments suggest that even rather sophisticated patterns of product evaluation and choice can be explained by simple associative learning-and-memory processes,which show similarities to those found in rats, dogs, and other  Read more...
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Details

Genre/Form: Redes (vorm)
Additional Physical Format: Of rats and brands
(NL-LeOCL)269407626
Document Type: Book
All Authors / Contributors: Stijn M J van Osselaer
ISBN: 9058920747 9789058920744
OCLC Number: 210953356
Notes: Inaugurele rede Erasmus Universiteit Rotterdam.
Description: 25 p. ; 24 cm.
Series Title: Inaugural addresses research in management series, EIA-023-MKT.
Responsibility: Stijn M.J. van Osselaer.

Abstract:

When consumers evaluate or choose products, they rely on what they have learned and can remember about those products’ characteristics, such as brand names, ingredients, orfeatures. Several experiments suggest that even rather sophisticated patterns of product evaluation and choice can be explained by simple associative learning-and-memory processes,which show similarities to those found in rats, dogs, and other animals. Strategic implications for brand management and public policy, theoretical implications for the study of human learning and memory, and directions for future research are outlined.

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