Answer:
The factors are as follows:
• Brand familiarity; Brands are more easily recalled during internal search than unfamiliar brands because the memory links associated with these brands tend to be stronger.
• Goals and usage situations; Consumers have goal-derived and usage specific categories in memory, such as drinks to bring to the beach, and the activation of these categories will determine which brands they recall during internal search.
• Brand preference; Brands toward which the consumer has positive attitudes tend to be recalled moreeasily and tend to be included in the consideration set more often than brands thatevoke negative attitudes.
• Retrieval cues; By strongly associating the brand with a retrieval cue, marketers can increase the chance that the brand will be included in the consumer’s consideration set.
