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. Severalexperimentssuggest that evenrathersophisticatedpatternsofproduct 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.

Additional Metadata
Keywords brand equity, brand extension, brand management, co-branding, consumer behavior, consumer decision making, consumer psychology, ingredient branding, learning, memory
JEL Business Administration and Business Economics; Marketing; Accounting (jel M), Marketing (jel M31)
Sponsor Erasmus University Rotterdam, Rotterdam School of Management
ISBN 978-90-5892-074-4
Persistent URL hdl.handle.net/1765/1794
Series ERIM Inaugural Address Series Research in Management
van Osselaer, S.M.J. (2004, October 29). Of Rats and Brands: A Learning-and-Memory Perspective on Consumer Decisions. ERIM Inaugural Address Series Research in Management. Retrieved from http://hdl.handle.net/1765/1794