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.