A second essential limitation of the current examine issues the measures used. Throughout this paper now we have assumed that model consideration reflects attitude toward the brand and that model knowledge displays model familiarity. It is likely to be argued that brand consideration is coo distantly associated to actual purchase behavior. It is a traditional problem with measures of brand angle and we hope to replicate the effect with more proximal measures corresponding to buy likelihoods or, ideally, actual sales response in managed discipline studies. As was discussed above, model data will not be a particularly good measure of model familiarity. A priori associating the brand identify with the suitable product class gave the impression to be a minimal kind of data that can be carefully associated to model familiarity. It may very well be that the type of familiarity that is vital within the sleeper effect is more associated to the preliminary memorial response to the model identify, and not to knowledge concerning the model, per se.
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