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Abstract It was hypothesized and empirically confirmed that brand attribute information is salient in predicting immediate satisfaction and that these factors strongly influence intentions formed immediately after product trial. However, it was shown that in delayed measurement, past knowledge factors increasingly become salient while the relative explanatory power of performance evaluation and satisfaction decays in forming future purchase decisions. The impact of the timing factor and the strategic implications of the findings are discussed.
Mazursky et al. (Fri,) studied this question.