Spreading activation allows consumers to shift back and forth among levels of meanings.

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Spreading activation is a theory in cognitive psychology that explains how ideas and memories are interconnected and can be triggered or activated in the mind, leading to the retrieval of related information or shifting among different levels of meaning. This process allows consumers to associate products or brands with various attributes, benefits, or experiences, thus enabling them to move back and forth among different levels of meanings when thinking about a product or service.

Spreading Activation Allows Consumers to Shift Back and Forth Among