Collect some pictures of “classic” products that have high nostalgia value. Show these pictures to consumers and allow them to free associate. Analyze the types of memories that are evoked, and think about how these associations might be employed in a product’s promotional strategy.
Answer to relevant QuestionsHow can marketers use repetition to increase the likelihood that consumers will learn about their brand? How can an attitude play an ego-defensive function? What is the difference between buzz and hype? How does this difference relate to the corporate paradox? Corporate paradox is not in this chapter any more. Buzz and hype appear in the summary but not in the chapter. Should marketers ever try to arouse fear in order to persuade consumers? The sleeper effect implies that perhaps we should not worry too much, about how positively people evaluate a source. Similarly, there is a saying in public relations that “any publicity is good publicity.” Do you agree?
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