This document discusses how consumers use knowledge and memory when making decisions. It provides examples of how brands build associations in consumers' memories to influence purchasing. Specifically: - Consumers rely on information stored in memory, organized using associations between pieces of information. - Brands form associations with attributes like Tony the Tiger being uniquely associated with Frosted Flakes. They aim to promote positive associations and eliminate negative ones. - Nostalgia campaigns like Converse's recall positive past memories to reconnect with consumers. Knowledge is organized in mental structures called schemas that represent our understanding of objects and categories. - Memory involves encoding, storing, and retrieving information through different types of memory over time like sensory, short-

1. Consumer Behavior:
Knowledge and Memory
ADV-91 Introduction to Advertising

2. When a consumer makes a decision, they
usually make use of the information already stored
in their memory.
This information tends to be structured and
organized using associations between the various
pieces of information.

3. Knowledge:
generally comprised of associations we link to
different objects:
● physical attributes
● abstract ideas and concepts.
associations have certain characteristics:
● salient
● unique
● favorable
● unfavorable

5. Kellogg’s Frosties:
● Tony the Tiger – ‘They’re grrreat!’
● Tony the Tiger is uniquely associated with Frosted
Flakes (Frosties) cereal and has been helping
consumers easily distinguish it from competing
brands since 1952.

6. Not to be confused with ESSO:
“Put a Tiger in your Tank”

7. Kellogg’s Frosties:
● Certain associations spring to mind,
such as ‘crunchy’ and ‘ice-cold milk’
● These are the salient associations
linked to the brand
● Other thoughts come to mind that are
unique and can only be associated
with this brand, like ‘Tony the Tiger’

8. Kellogg’s Frosties:
● Finally some associations are
favorable (convenient and tasty) or
negative (sugary)
● Kellogg’s work hard at eliminating the
negative associations and promoting
the positive and salient associations
● This lead to the brand holding a
positive and prominent place in their
consumers’ minds

9. watch this video:
https://www.youtube.com/watch?v=f6sw39pPrr8
then go to the quiz (extra credit, folks …)

10. now watch this one:
https://www.youtube.com/watch?v=rbwm0gZhuAk
go back to the quiz …

11. What is Knowledge?
● the outcome of the collection and
assimilation of information through
learning
● all the information we learn about
brands, products and product usage
comprise our knowledge base
● we group this knowledge together to
make sense of it

13. What is Knowledge Organization and
Storage?
● this is our knowledge structure
● we use our prior knowledge to
categorize or label products
● categorization is the act of creating a
mental label

14. Nostalgia

16. • Converse Chuck Taylor All Stars
• named after Chuck taylor, Basketball star of the 1920s
• he worked with Converse to improve the sneaker and
endorsed the shoe
• popular because of fit and cost
• struggled in the 80s and went into bankruptcy in 2001
• Nike purchase the brand in 2003
• very loyal fan base
• “connectivity” campaign celebrates its centennial in
2008

17. watch this commercial:
https://www.youtube.com/watch?v=GPZ5fnYFI4Q
head on over to the quiz

18. • Connectivity
• a striking artistic showcase of true originals who
defined the essence of the Converse brand since
1908.
• The concept was to visually connect past and
present Converse icons brought together by their
optimistic rebellion and homage to the Chuck Taylor
All Star shoe

19. “
Our whole mission is to
inspire originality and be an
advocate and catalyst for
creativity

20. • Use of celebrity
• Hunter S. Thompson, Sid Vicious and James Dean
(who maybe didn’t even wear Converse when they were
alive…)
• some of todays “it” faces:
• Dwyane Wade
• M.I.A.
• Karen O
• Common
• Billie Joe Armstrong
• Joan Jett (not so “it” today, true but still a rebel
rocker).
• print and outdoors campaign would unite all of these
icons through their use of Converse Chuck Taylor
sneakers

21. • Nostalgia
• campaign relies on reconnecting with the past via
Converse shoes
• relies on consumers generating positive memories
about past experiences with the shoe
• understanding memory and its impact on consumers is
very important

23. Art direction inspires the campaign in other ways

24. • Schema
• our knowledge of an object consists of the set of
facts we know and associate with it
• grouped together in a meaningful way to form a
schema about that object
• what is your knowledge regarding an orange? (go to
quiz)

25. • Schema
• round
• sweet
• fruit
• breakfast food
• vitamin C
• All these represent your schema for an orange
• These could be physical attributes (round) or abstract
attributes (breakfast food)

26. • Schema
• consumers have schemas for products :
• portable MP3 players, SUVs
• brands :
• Nike, Microsoft
• stores:
• Barnes & Noble, Gap
• one type of schema that is important to companies is a product’s brand image:
• a subset of associations that are related to a specific brand
• brand image communicated through their advertising and other marketing
efforts.

27. • Schema
• knowledge represented by schemas usually made up of multiple associations
with brands etc
• knowledge is generally organized into groups of related objects called
taxonomic categories
• products are assigned some sort of identity and then grouped with similar
products
• these also tend to be ordered in a hierarchical manner:
• all shoes under ‘footwear’ (superordinate category)
• different types in subcategories: running shoes / formal shoes (subordinate
categories)

28. • Memory process
• begins when an individual is exposed to external stimuli
• information is immediately encoded to sensory memory
• then transferred to short-term memory for up to 20 seconds
• if further processing is required, information transferred to long-term memory
• the individual can retrieve the information later once prompted with the right
cues:
• a purchase decision

29. • Sensory memory
acts as a buffer between all external stimuli in the environment and our memory
• you are driving and whiz by a billboard
• you see it quickly and are briefly aware billboard advertising Volvo
• shortly afterwards completely forgotten its existence
we move information to working memory only if motivated to do so
• Volvo ad: we might pay additional attention and process further if we
were in the market for a new car

30. • Long Term Memory
• partitioned in two different ways:
• autobiographical/episodic memory
• most stored memories represent knowledge about experiences we have
had
• these memories tap into emotions felt during original experiences
• tend to be very powerful
• semantic memory
• general or generic information about how things work in the world
• separate from memory for specific episodes in our life

32. ‘Holidays are coming’
annual campaign – stirring up memories of
childhood excitement, Santa Claus and family
gatherings

33. Swedish artist Mikael Erikkson commisioned to recreate their
traditional images of Santa Claus
updating work done by US artist Haddon Sundblom in the
1930s
three oil on canvas paintings adapted for high impact 96 and
48 outdoor advertisements
runs in tandem with ‘The Holidays Are Coming’,
this creative sees Santa getting his famous ‘Coca-Cola’ truck
ready

35. watch this video:
https://www.youtube.com/watch?v=-gMjPezr8TY
well, I guess you know what to do by now. Head over to

36. Case Study: Mini

37. Background:
You do the work …. here’s the Wikipedia entry. Read
it then go to the quiz.
http://en.wikipedia.org/wiki/Mini

38. Background:
became synonymous with the Swinging Sixties
popular globally
race versions, Mini Cooper, wins Monte Carlo Rally 1964
associations through popular culture

40. The New MINI:
BMW launch the new MINI targeting:
older MINI enthusiasts by using nostalgia: tapping into positive memories like fuel economy and roominess
affluent drivers 20-34: updated design and a new brand story

43. watch this video, it’s truly awesome:
https://www.youtube.com/watch?v=SuQZtqNNrZU
then answer the final question in the quiz