Every day consumers come across a wide range of product names, images, stimuli and information which appear in many different formats – in the high street, on the products they use, at events and places they attend and through a range of entertainment media both inside and outside the home. It is important for business organisations to understand how consumers assimilate this information and how it affects their behaviour. For example, when they make buying decisions, how do they choose between the many products and…

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