The New Application of "Two-Factor" Model in Consumer Brand Selection Study

Herzberg's "Two-Factor" Theory develops a concept that satisfaction and dissatisfaction are not on a continuum with one increasing as the other diminishes, but are independent phenomena. Factors that increase satisfaction are different with those decrease dissatisfaction. Consumer's brand selection behavior is also influenced by their satisfaction or dissatisfaction towards brand. So the authors studied the relationship between brand awareness and brand purchase, discovered that the "Two-Factor" model can also be applied in consumer brand selection study, to help classify and interpret the different influences of various factors that matter with consumers' brand selecting decision. Limited marketing resources can therefore be utilized more effectively by acting on those key factors.