Evoked set in integrated marketing communicating, I got a comment from my collea

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Evoked set in integrated marketing communicating, I got a comment from my colleague and in need to replay to his question. Below is his comment on my post. "I like how you mention that a product can enter the evoked set based on product sales and consumer behaviors. I find that consumer behaviors are essential for marketers to analyze and exploit because if we don't know how people react, how can we possible determine what their next move might be? Consumer behavior determines the success or failure of a product because if people stay away from a product, it will drastically hurt sales, and the same vice-versa. On top of customer behavior and product sales, what do you think about memory? According to Nedungadi, memory is vital in establishing a product inside the evoked set because "memory organization shapes brand retrieval, determines the nature of the [evoked] set, and thus influences brand choice." (Nedungadi 1990). The reason why memory is important is because it retrieves t he brand, as well as its competitors. Memory has an impact on what brand we assimilate, hence Top of Mind. Even though memory is a good thing, it can also be considered as something negative. For example, what if you had a terrible experience with a product you know is good? To explain this, I once bought a pair of Umbro sport shoes which I really liked. However I saw that in a short time, the shoes started to really get worn out. In about a few months. The shoe stole started to come off and it made me furous. I paid a lot of money for the product and I know that Umbro is a world renowned brand that produces top quality sports gear. Yet whenever I'm going to buy sport shoes again, my memory will make me remember that negative experience that I had and even though Umbro is great, I have removed it from my evoked set and won't purchase shoes from them again. As you can see in my example, I had a bad experience and my memory will never let me forget it. This affects the Umbro brand in my mind and distances it from me, even though I know that it produces good products. This is the impact of memory and why it can be both good and bad for brands and their inclusion in the evoked set. I once heard that an unsatisfied customer will never forget and to tell you the truth, I believe those words because no one wants to relive bad moments again. What do you think about this? Have you had similar experiences in which memory has impacted brand recognition? How do you think memory affects the evoked set?

Explanation / Answer

I believe the article truly connects memory to the evolked set for the brand. It does affect the brand image in customer's mind, either positively or negatively. yes, in the past I do have experienced situations, where memory has affected brand's recognition for me. I have earlier purchased a lot of products from an online retailer, successfully, but due to some reason, my last few purchases werent as satisfying as before. Once I got faulty product I couldnt return. Once I got the product that didnt have the proper warranty stamping, and they couldnt provide that to me too. Hence, even with pas good experiences, few consecutive negative experiences had a negative impact on my memory, and I dont purchase from that website anymore.

Memory attaches the experience with brand, and thus it affects the evoked set. If i see a certain product from certain brand, memory would evoke that experience, be it positive or negative.

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