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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Francisco J. Quevedo
Rutgers University, USA
Francisco J. Quevedo is an Assistant Professor of Marketing at Rutgers University and a consummated author, having published literally thousands of articles in print and digital media in the US, Venezuela, Panama, and Costa Rica, having been published 10 times in...
Pradeep Gopalakrishna
Pace University
Dr. Pradeep Gopalakrishna, known to his students as “Dr. G” is Professor and Chair of the Marketing Department in the Lubin School of Business. His teaching career spans 30 years. Dr. G teaches at the doctoral, MBA and UG levels. Dr. G is closely involved with various...
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