It is found that people choose products and brand by imagining the prototypical users for each item in the choice set and choosing the items that maximizes their similarity to a desired prototypical user.Niedenthal, Paula M., Cantor. Nacy, and Kihlstrom, John F. (1985). Self to prototype matching: A strategy for social decision-making. Journal of Personality and Social Psychology, 48, 575-584.
