Encouraging consumers to try to purchase a produc

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Issues and current scandals, but perceived ones as well. These are mainly shaped by independent news outlets and, to a lesser extent, communication initiated by the brand manager, such as public relations activities, corporate social responsibility reports and advertising. Memory-brand-part2-image2 Back to index What does the consumer remember about the brand experience? Elements of episodic memory The autobiographical and experiential aspects related to a brand, as opposed to the previous ones related to information, are outside the domain of the brand manager . These are fleeting, personal and changeable aspects linked to the consumer, to the context in.

Which he encounters the brand or to a certain moment. Nonetheless, some mobile number list reflections can be made on the subject, and the various domains of episodic memory can be explored. 1. User experience This domain of episodic memory accounts for a good percentage of consumer memory , and includes personal experience with the brand driven primarily by actual use of its product or service . The domain encompasses detailed memories about the attributes and materials of the physical product, as well as the functionality and effectiveness of the brand experienced by that person. This kind of memory depicts a concrete situation in the person's life in which the characteristics described by the brand have actually been experienced.




Overall the brand manager exerts a reasonable influence on consumers' usage experiences by developing, manufacturing and marketing a product that meets their needs and expectations. However, the formation of these usage-related memories is influenced by many important external, individual and cultural aspects , such as consumer usage expectations, unintended application, previous contact with the brand/product category as well as with the social and cultural norms related to the product. t or service is a prerequisite for establishing positive usage related to brand memories , and it is equally important to motivate consumers to repurchase to reaffirm their memories of the usage experience. Providing a product or service for free to potential new customers, with samples or demo services for example, has always been identified as a fruitful path to create first time memories , provided the product meets expectations and does not underperform. Another interesting strategy to experiment with to.