ABSTRACT
We begin with the assumption that these consumer-related concepts can be uniquely represented in memory and associated to varying degrees with other mental representations. is variation, the strength of the association between two representations, determines the likelihood that activating one concept will result in the activation of the associated concept. Obviously, the nature of the associates of, for example, the representation of a brand will largely determine how an individual thinks about that brand and whether they might choose to purchase it. Further, not all associations are created equal. A representation strongly associated with a brand is more likely than a representation weakly associated with a brand to ultimately in uence behavior. Predicting consumer choice thus entails having some idea about both the content of associated representations and on the strength of those associations.
