Mental availability

정신적 가용성

Describe how easily a brand is thought of across buying situations.

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html
<div class="mental"><div class="dots"><button data-n="0" class="on">MORNING</button><button data-n="1">TRAVEL</button><button data-n="2">WORK</button></div><div class="route"><span></span><span></span><span></span></div><div class="brands"><b>NOVA</b><b>ARCO</b><b>LUMA</b></div><small>MORE CUES · MORE ROUTES TO MEMORY</small></div>
css
.mental{width:min(91%,500px);font:800 clamp(10px,max(1.6vmin,1vw),12px)/1 sans-serif;text-align:center}.dots,.brands{display:flex;justify-content:space-between;gap:5px}.dots button,.brands b{flex:1;min-width:0;padding:clamp(7px,1.8vmin,14px) 2px;border:1px solid var(--line);background:var(--surface);color:var(--muted);font:inherit}.dots button{cursor:pointer}.dots button.on{background:var(--fg);color:var(--bg)}.route{display:flex;height:clamp(38px,12vmin,90px);justify-content:space-around}.route span{width:2px;background:var(--line);height:100%;transition:background .3s,transform .3s;transform:scaleY(.35);transform-origin:top}.route span.on{background:var(--accent);transform:scaleY(1)}.brands b.on{background:var(--accent);border-color:var(--accent);color:white}.mental small{display:block;margin-top:8px;color:var(--muted);font-size:clamp(10px,max(1.4vmin,1vw),12px)}@media(min-width:700px){body>div{transform:scale(1.8)}}
js
const buttons=[...document.querySelectorAll('button')],routes=[...document.querySelectorAll('.route span')],brands=[...document.querySelectorAll('.brands b')];let n=0,touched=false;function show(i){n=i;buttons.forEach((x,k)=>x.classList.toggle('on',k===i));routes.forEach((x,k)=>x.classList.toggle('on',k===i||k===0));brands.forEach((x,k)=>x.classList.toggle('on',k===i||k===0))}buttons.forEach(x=>x.onclick=()=>{touched=true;show(Number(x.dataset.n))});setInterval(()=>{if(!touched)show((n+1)%3)},1600);show(0);

Mental availability concerns how readily a brand comes to mind when a buying occasion arises. It is broader than remembering one ad; links between the brand and varied cues matter.

Select a situation in the demo to see connected brands change. A brand linked to more situations has more routes in the map. In practice, study unaided recall across relevant cues.

Recall does not guarantee purchase. Availability of the product and the offer also matter.

When to use

Use when deciding whether to expand the buying contexts associated with a brand.

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