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.

brand equity, brand extension, brand management, co-branding, consumer behavior, consumer decision making, consumer psychology, ingredient branding, learning, memory
Business Administration and Business Economics; Marketing; Accounting (jel M), Marketing (jel M31)
Erasmus University Rotterdam, Rotterdam School of Management
978-90-5892-074-4
hdl.handle.net/1765/1794
ERIM Inaugural Address Series Research in Management
Erasmus Research Institute of 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