An Assessment of Advertising Agency Service Quality
通过让广告主说出每个服务最先想到的广告公司，研究自动思维过程如何预测对广告公司的偏好，对260名韩国广告主的分析支持了这一模型。
How do advertisers think about and evaluate advertising agencies? To answer this issue the authors propose, and empirically test, an automatic thinking process model. Agency clients are asked to name the agency that first comes to mind for each of several services, including account management, creative work, and media service. The simple binary responses are used to predict agency preference. Analysis of the responses of 260 Korean advertisers supports the core proposition that automatic service-to-agency retrievals predict preference. The key insight is that very useful information is gained by asking clients to name their top-of-the-mind advertising agency for each of several specific services.