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When consumers have limited brand knowledge, they recognize that thinking of reasons to purchase that brand will be difficult and thus the ease they actually experience is not informative. Similarly, when consumers are highly knowledgeable about a brand, they realize that thinking of reasons to purchase it will be easy and thus uninformative. Both kinds of consumers rely on the content of the information (the reasons) they consider, and their evaluations are more favorable when more reasons to purchase the brand are brought to mind.
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