# What Consumers Maximize: Brand Choice as a Function of Utilitarian and Informational Reinforcement

> Research article (Managerial and Decision Economics, 2015) · cited 33× · AI/ML

**Wikidata**: [openalex:W1928828795](https://www.wikidata.org/wiki/openalex:W1928828795)  
**Source**: https://4ort.xyz/entity/what-consumers-maximize-brand-choice-as-a-function-of-utilitarian-and-informational-reinforcement