Journal
JOURNAL OF MARKETING RESEARCH
Volume 46, Issue 2, Pages 222-233Publisher
SAGE PUBLICATIONS INC
DOI: 10.1509/jmkr.46.2.222
Keywords
metacognitive experience; brand understanding; fluency; need for closure; established brands
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Consumers use metacognitive experiences to draw inferences about the state of their brand understanding but only when these metacognitive experiences are relevant for making this inference. In such situations, metacognitive difficulty can improve brand evaluations because it triggers efforts to restore brand understanding by seizing on available new information.
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