Individuals are less likely to hold onto existing ideas about a brand if they are made to feel a sense of difficulty thinking about it, especially when time-pressured, maintains Kyoungmi Lee, assistant professor of marketing at Kansas State University, Manhattan.

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Individuals are less likely to hold onto existing ideas about a brand if they are made to feel a sense of difficulty thinking about it, especially when time-pressured, maintains Kyoungmi Lee, assistant professor of marketing at Kansas State University, Manhattan. For instance, if someone feels time-pressured to make a decision in a fast-food restaurant because there is a huge line of hurried people behind that...