In life we pass through life stages,like moving out of the parents house or having a child,and find ourselves in a naive situation —not knowing which brands to choose. We build brand affinity based on queues in our life. Sometimes we have the time to build brand knowledge. Time to research. Time to talk to people. Time to choose the right brand based on who we are. In other situations time is not a luxury —it is like we were dropped into a foreign country and we have to adapt. Make choices quickly. Rely on subconscious brand queues and behavioral underpinnings to make the choice. [...]