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.