1. How Customers Think, Ch. 8-13 Zaltman

2. Chapter 8 – Memory’s Fragile Power Two types of memory – Verbatim – Gist Memory is reconstructed Marketers try to “aid” the reconstruction relative to their brands

3. Chapter 8 – Memory’s Fragile Power Three forms of memory – Semantic – meanings of words and symbols – Episodic- circumstances of the occasion – Procedural – learned skills Explicit memory and implicit memory

4. Chapter 8 – Memory’s Fragile Power Encoding – both cognitive and affective components included Processing – different strength levels Retrieval – Associative – Strategic (voluntary) Figures 8-1 and 8-2 on pp. 178-179 Forward and backward framing

5. Chapter 9 – Memory, Metaphor, and Stories Memories have a deep association with storytelling Social memory – the rituals which surround us – Coca-Cola polar bear ads – effective with monkeys? – Social norms guide our aspirations and behaviors – Social memory has power to change prior beliefs – The power of perception – what is truth?

6. Chapter 9 – Memory, Metaphor, and Stories Knowledge-driven memory builds a new schema (knowledge is factual – car price) Belief-driven memory interprets new information using the existing general schema (belief is interpretation – car quality)

7. Chapter 10 – Stories and Brands Brands are a form of storytelling A brand implicitly contains a brand promise of expectations We can personify brands and tell stories about them Team exercise – pick a popular, well known brand and develop a short story about that brand if it was a person

8. Chapter 10 – Stories and Brands Archetypes – universal themes – seasonal (father time) and hero (Ulysses) When a brand ties into one of these archetypes, it brings all the associated baggage – for good or for worse Memory is individual, influenced by our sense of self – Ecological self, interpersonal self, extended self, private self, conceptual self

9. Chapter 10 – Stories and Brands Brain structures and the libmic system Thalamus as the quarterback Cortical areas (pre-frontal cortex) as cognition Amygdala area as unconscious and affective modulation Nestle Crunch – deep metaphor of time described by surface attributes of anticipation, memories, and escape Brands can create “surrogate traditions” for us

10. Chapter 11 – Crowbars for Creative Thinking Creativity comes from a rich, diverse experience set Knowledge about consumers can come from many fields – explore constantly Zaltman’s top ten list for thinking creatively People tend to be pattern seekers Avis – Stress-relief rather than speedy service

11. Chapter 12 – Quality Questions Beget Quality Answers The sequence of questions determines the type and quality of the answers – Unaided brand awareness before aided – Ask what you think of a brand and what the brand thinks of you – two different types of responses! Eight guidelines for framing research questions Data are bits of information; answers are packets of learning Frame of reference is critical - context

12. Chapter 12 – Quality Questions Beget Quality Answers Asian disease problem – p. 280

13. Chapter 13 – Launching a New Mind Set Lessons from the Titanic Hubris – we’re unsinkable!