Sublime

Ad testing.

Past brand buying

Products make identical claims and have similar features. Pricing often doesn't help frame value—similar products can have very different prices for non-obvious reasons.

Brand light/non-buyers

Any brand in a category with intermittent category buyer membership

There are two general factors that lead a category buyer to link a brand for a specific attribute

Researchers claimed that buyers were pre-disposed to buying brands whose image matched one’s perceived self, or ideal self, or some other self

Brands retrieved can vary when buyers use different retrieval cues