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National survey data on the amount of information seeking by buyers of new cars and major household appliances are analyzed by AID and MCA. The findings lend support to the hypothesis that purchase and use of a product result in learning which later influences buying behavior.

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Two different measures of brand loyalty are employed in an analysis of survey data by MCA in which six hypotheses are tested. A measure based on brand deliberation as well as brand repurchase appeared to yield better results than did repurchase alone.

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