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Brand choice is not strictly rational, yet brands keep pouring hundreds of billions of dollars into rational, attribute-based advertising. This research paper proves how a combination of rationality, intuition, senses, and emotions determine brand preference. It maps and calibrates iconic popular vs. high-end automobile brands and fast-food vs. casual dining restaurant brands to establish the relationship between each “RISE” appeal and brand preference for different purchase scenarios and levels of involvement and proves that across-the-board choice is not rational but highly intuitive, and that -indeed- brands with the highest intuitive appeal will tend to be preferred by the consumer.

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