TY  - SER
AU  - Lee Kyoungmi
TI  - Can McDonald's Food Ever Be Considered Healthful? Metacognitive Experiences Affect the Perceived Understanding of a Brand
PY  - 0000///0
CY  - 
PB  - April 2009
KW  - Brand Understanding, Brand Evaluation
N2  - Consumers use metacognitive experiences to draw inferences about the state of their brand understanding but only when these metacognitive experiences are relevant for making this inference. In such situations, metacognitive difficulty can improve brand evaluations because it triggers efforts to restore brand understanding by seizing on available new information
UR  - http://192.168.6.13/libsuite/mm_files/Articles/AR10636.pdf
ER  -