Consumers frequently used attributes

Table 19.2 Most frequently used attributes from the Flash Profile conducted either with experts or with consumers...

While dynamic mechanical and steady shear measurements are frequently used in rheology studies of surfactant systems, extensional viscosity measurements are lacking. This can be attributed to the difficulties associated with such measurements and the lack of commercial laboratory instrumentation since the discontinuance of the Rheometric Scientific RFX rheometer. For many detergent compositions, the relatively low viscosity further complicates such measurements. There appear to be very few data on extensional or elongation viscosity for detergent consumer products and actives in the technical literature at this time. 

A reason why promotions may not enhance repeat brand purchases involves the question of why consumers may decide to buy the brand initially. It has been suggested that people may attribute their purchase to the deal that was available and not to the brand itself being attractive (Scott and Yalch 1980). If consumers indicate a negative reason for a purchase decision, there is a smaller likelihood that the experience wUl be a positive learning experience relative to the brand itself. If a brand is promoted quite frequently, then the learning to buy the brand occurs because of the reward of the deal, not the positive experience of using the brand itself. 

---