KERCKHOVE, A. VAN; GEUENS, M.; VERMEIR, I. - Faculteit Economie en Bedrijfskunde, Universiteit Gent - 2011
This paper investigates the cognitive processes underlying the increased preference-behavior correspondence following intention formation. In line with ‘intention superiority’ principles, three studies show that a brand tied to an intention remains in a heightened state of activation until a...