Using Childhood Memory Elicitation to Gain Insights into a Brand at a Crossroads: The In-N-Out Burger Situation

The regional In-N-Out burger chain is at a crossroads. With the passing of its matriarch, a new generation of owners is considering speeding up the company\u27s growth, franchising the company, and expanding its product to a national audience. The question is, How will existing customers respond to the chain\u27s expansion? In this context, the childhood memory elicitation method allows researchers to understand how consumers initially formed their relationships with a brand (or product). The age at which consumers formed a relationship with In-N-Out affects their view of the prospective expansion. Those who formed an early attachment were comfortable with expansion plans, but those who became attached as adolescents considered the expansion to be a violation of their view of the company as their trendy, exclusive club. The authors discuss the results specifically for the In-N-Out situation and more generally for other companies looking for methods or measurements to augment their research toolkit

Positive Mood and Susceptibility to False Advertising

This paper examines the impact of mood on consumers\u27 implicit and explicit responses to false advertising. In our first experiment, we find that those consumers in a positive (versus a negative or neutral) mood state are more likely to notice the false information in the advertising, but paradoxically, are also likely to develop positive feelings toward the brand. In that experiment, we used both a hedonic brand (Disney) and a hedonic/emotional ad (autobiographical). In our second experiment, we extend the ad stimulus context beyond Disney to Wendy\u27s to more readily facilitate autobiographical versus informational manipulations. We find that, indeed, the hedonic advertising execution (autobiographical vis-a-vis informational) is associated with more elaborate processing (but only for those in a positive mood). The observed positive affect transfer continued, however, despite the greater detection of the false information in the positive mood condition. We propose that the negative feelings toward the ad associated with detecting the false information are momentary and are replaced by positive feelings toward the brand that are engendered by positive mood and the advertising, as suggested by the synapse model of memory. Our third experiment varies the timing of our measures to investigate this proposition and finds that timing does matter. We conclude with a discussion of the implications of the findings for research on mood, deceptive advertising, and implicit versus explicit effects of advertising response

Assessing the Long-Term Impact of a Consistent Advertising Campaign on Consumer Memory

How effective is an advertising campaign that has consistently used the same theme since consumers\u27 early childhood? To answer that question one has to consider the effect the campaign has had on consumers\u27 memory. This research begins by discussing the structure of memory and schematic processes that occur when similar or related information is presented over time. Evidence is reviewed which suggests that early exposure would be critical in the brand schema\u27s development. An experiment that tests the strength of the brand schema in a competitive environment and a survey that explores the importance of time of initial exposure to present-day affect and attitudes toward the brand are presented. The implications of the results for advertising research and practice are then discussed

The trophic dynamics of summer flounder (Paralichthys dentatus) in Chesapeake Bay

Data on the trophic dynamics of fishes are needed for management of ecosystems such as Chesapeake Bay. Summer flounder (Paralichthys dentatus) are an abundant seasonal resident of the bay and have the potential to impact foodweb dynamics. Analyses of diet data for late juvenile and adult summer flounder collected from 2002−2006 in Chesapeake Bay were conducted to characterize the role of this flatfish in this estuary and to contribute to our understanding of summer flounder trophic dynamics throughout its range. Despite the diversity of prey, nearly half of the diet comprised mysid shrimp (Neomysis spp.) and bay anchovy (Anchoa mitchilli). Ontogenetic differences in diet and an increase in diet diversity with increasing fish size were documented. Temporal (inter- and intra-annual) changes were also detected, as well as trends in diet reflecting peaks in abundance and diversity of prey. The preponderance of fishes in the diet of summer flounder indicates that this species is an important piscivorous predator in Chesapeake Bay

Is That a Finger in My Chili: Using Affective Advertising for Postcrisis Brand Repair

A study of the effects of reconstructive memory points the way to dealing with the damage to a business’s reputation that follows an instance of negative publicity. The study contradicts the commonly held myth that it is best to avoid communicating for a time and let consumers “forget” an unfortunate incident. Instead, given what is now known about reconstructive memory processes, the crisis situation can be used as a means to reestablish a relationship with consumers. This research investigation proposes that postcrisis communication efforts should be focused on emotionally connecting with consumers via autobiographical-referencing advertising. Moreover, although the study focuses on crisis management, the lessons of reconstructive memory can be applied to all phases of brand management

Intraurethral device for incontinence

An intraurethral device that can be used to inhibit leakage of urine due to incontinence is provided. The intraurethral device can include a urethral plug made from a biocompatible, flexible material. The intraurethral device can also include a first insertion element in operative communication with a second insertion element to facilitate self-insertion of the urethral plug into the urethra. Furthermore, in some instances, various mechanisms can be provided to keep the intraurethral device substantially sterile and/or clean prior to and/or during the insertion process

Intra-urethral device for incontinence and method for making and using the same

An intra-urethral device that can be used to inhibit leakage of urine due to incontinence is provided. The intra-urethral device can include a urethral plug made from a biocompatible, flexible material, and can be formed into an oblong shape so as to better correspond to the contours of the female urinary tract. In some instances, the intra-urethral device can also include an insertion element that can facilitate self-insertion and the ability of a fluid seal to form between the urethral plug and the walls of the urethra. Furthermore, in some instances, various mechanisms can be provided to keep the intra-urethral device substantially sterile throughout the insertion process

STS in management education: connecting theory and practice

This paper explores the value of science and technology studies (STS) to management education. The work draws on an ethnographic study of second year management undergraduates studying decision making. The nature and delivery of the decision making module is outlined and the value of STS is demonstrated in terms of both teaching method and module content. Three particular STS contributions are identified and described: the social construction of technological systems; actor network theory; and ontological politics. Affordances and sensibilities are identified for each contribution and a discussion is developed that illustrates how these versions of STS are put to use in management education. It is concluded that STS has a pivotal role to play in critical management (education) and in the process offers opportunities for new forms of managin

Is A Cigar Just A Cigar? A Glimpse at the New-Age Cigar Consumer

[Excerpt] Cigar smoking is once again in vogue. While no longer at fad levels (Freccia, Jacobsen, and Kilby 2003), imports of quality hand-made cigars rose at almost double-digit rates during 2002 (Savona 2003) following several years of basically flat sales. The continuing strong demand for high-quality cigars appears to fly in the face of an anti-smoking, health-conscious society. Cigar consumption has persistently occupied the attention of high-profile individuals ranging from members of the entertainment industry to the political arena to the corner bar. Cigar smoking is again in fashion. Why has this happened? What does this mean? What do cigars symbolize in the lives of the consumer (both men and women)? This paper seeks to provide some preliminary insights and first steps into the understanding of this continuing phenomenon. Through the use of existing literature and supplemental qualitative probing techniques, proposed theory is provided concerning the cigar smoking experience. The focus of the work is to build an initial “plat-form” for reflective thought on the direction of needed future research. The paper proceeds as follows. First, a review of the current cigar phenomenon is put into perspective given the vast historical context and the meaning of the cigar as a cultural icon. Second, literature and preliminary qualitative data supporting the interactionalist viewpoint of product symbolism is integrated to under gird theoretical models. The first theoretical model will represent the “internal/external symbolism” of cigar consumption. The second theoretical model will provide an overview of the internal hedonistic experiential elements of the cigar consumption experience

Using Childhood Memory to Gain Insight into Brand Meaning

In this article, the authors introduce the concept that people\u27s earliest and defining product memories can be used as a projective tool to help managers more fully understand consumers\u27 relationships to their products. The authors use a study on three generations of automobile consumers to illustrate how these memories symbolize the consumer-brand relationship and how they can be used to gain insights into brand meaning. The findings indicate that people\u27s earliest and defining experiences have an important influence on current and future preferences in predictable ways across the consumer life cycle. These memory experiences are symbolic to the consumer and represent a new lens for viewing brand meaning, which complements the toolbox of extant research methods. The authors provide details about this technique for managers who are searching for methods that recognize that consumers coproduce brand meanings