Upon recognizing a need, if a consumer selected a given brand in the past that resulted in a positive experience, the consumer will likely purchase the same brand and not engage in an information search.

Question

Quizplus · Accepted Answer

This statement describes the concept of brand loyalty, which suggests that consumers who have had a positive experience with a brand in the past are more likely to continue purchasing that brand in the future without conducting extensive research. This is because they trust the brand based on their previous experience.

Upon Recognizing a Need, If a Consumer Selected a Given