Abstract
We offer a two-step model of how customers select brands and shop at stores that they are familiar with: first, they focus on framing a shopping problem/opportunity. Second, they retrieve a few benefit-to-brand (or benefit-to-store) linkages relevant to the frame in their working memories. Such thinking and problem-solving is done automatically usually, without effort. Empirically, we demonstrate models of automatic customer benefit-to-store thoughts that explain store choice and similar models that explain store rejection.
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Woodside, A.G., Thelen, E.M., Brady, M. (2015). Customer Automatic Thinking and Store Choice. In: Moore, M., Moore, R. (eds) New Meanings for Marketing in a New Millennium. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11927-4_13
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DOI: https://doi.org/10.1007/978-3-319-11927-4_13
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