Definition
from acumen.sg
Mental availability refers to the probability that a buyer will notice, recognize, and/or think of a brand in buying situations. It depends on the quality and quantity of memory structures related to the brand. [1]
Mental availability is a conceptual construct which has yet to be quantified with a generally accepted standard methodology. One approach to implementing a Mental Availability assessment has been described in 6 Stages of a Mental Availability Assessment and how this is a critical part of being Market Orientated. [2]
See Also
Brand loyalty
Brand preference
Buyer behavior
References
- Mental availability is not awareness, brand salience is not awareness, Commentary by Professor Byron Sharp, March 26, 2011. https://byronsharp.wordpress.com/2011/03/26/mental-availability-is-not-awareness-brand-salience-is-not-awareness/
- Mental Availability Assessments are a Critical Part of Market-Orientation by Martin Coyle; SmilingCFO, November 24, 2023. https://smilingcfo.co.uk/6-stages-of-mental-availability-assessment/