6Trappey.Woodside.Finding out why customers shopyour store and buy your brand:automatic cognitive processingmodels of primary choice.Journal of Advertising Research.Vol32(6).Nov 1992.
5Alba,Joseph and J. Wesley Hutchinson, Knowledge Calibration: What Consumers Know and What They Think They Know. Journal of Consumer Research ,2000,27 (9).
6Alba, J. W., Hutchinson, J. W. Dimensions of consumer expertise. Journal of Consumer Research , 1987,13.
7Ahmann, E. M. & Bums, B. D. Streak biases in decision making: data and a memory model. Cognitive Systems Research, 2005,6.
8Altmann,E. M. & Trafton,J. G. Memory for goals: An activation -based model. Cognitive Science,2002,26.
9Woodise A G, Trappey R J. Find out why customer shop your shore and buy your brand: Automatic cognitive processing models of primary choice. Journal of Advertising Research, 1992,32 ( Nov. - Dec. ).
10Aaker,D.A.Managing Brand Equity:Capitalizing on the Value of a Brand Name.New York:Free Press,1991.