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Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods Export

by: John G. Lynch, Thomas K. Srull
The Journal of Consumer Research, Vol. 9, No. 1. (June 1982), pp. 18-37.

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attention choice consumer frame implicit memory method profile value

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While consumer researchers have evinced considerable interest in cognitive processes in decision making, work has centered on the conscious mental manipulation of product information. This paper addresses memory and attentional processes that may occur below the level of consciousness. Methods developed within the field of cognitive psychology are presented to supplement the standard process tracing methods commonly used by consumer researchers


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