... this paper we ignore availability, aw ) In marketing two awareness constructs are measured and used in managerial decision making: unaided awareness and aided awareness Unaided awareness is a more ... brand as long as price is considered an aspect of the brand.) When all brands are on the efficient frontier, the consumer need only decide if the brand matches the tradeoffs among aspects that ... Judgment and Decision Making, Vol 6, No 5, July 2011 A marketing science perspective on recognition-based heuristics Ecological rationality Almost 150 years ago an American president, Abraham Lincoln...