Eight issues concerning how consumers use memory and external information to make a brand choice are examined. Some subjects made a choice using external information only, whereas others had some of the information in differentially accessible memory stores. Protocol analysis showed that subjects making memory-based choices used a larger number and variety of processing operations. However, these subjects used less complex operations and also compartmentalized their processing of external and memory information. Memory accessibility was related to choice differences. The findings form the basis for a set of propositions about memory processes in consumer choice.