Using Childhood Memories to Gain Insight into Brand Meaning
提出人们最早和最具定义性的产品记忆可作为投射工具，帮助管理者理解消费者与产品的关系，并通过三代汽车消费者的研究说明这些记忆如何象征消费者-品牌关系并用于洞察品牌意义。
In this article, the authors introduce the concept that people's earliest and defining product memories can be used as a projective tool to help managers more fully understand consumers' 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's 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.