Brand choice as a function of consumer decision making: a study of factors underlying Saudi women's selection of facial makeup brands

This research is concerned with clarifying how brand is involved in consumer decision making. In an attempt to limit stress caused by the information processing task, consumers tend to employ two types of information: a listing of brands and a listing of criteria for each brand. Consumers rely upon brands as a "chunk" of information that enables them to recall product attributes regarding functionality and representationality. It would appear that brand name characteristics facilitate the consumer's processing of information since memory is associated with the psychological and linguistic aspects of brand names