14 Aug Associative network: a memory system that organizes individual units of informa-

Associative network: a memory system that organizes individual units of informa- tion according to some set of relation- ships; may include such concepts as brands, manufacturers, and storesandAssociative networks: According to activation models of memory, an incoming piece of information gets stored in an associative network that con- tains many bits of related information. We each have organized systems of concepts that relate to brands, manufacturers, and stores stored in our memories; the contents, of course, depend on our own unique experiences.Think of these storage units, or knowledge structures, as complex spider webs filled with pieces of data. Incoming information gets put into nodes that connect to one an- other (if you haven’t guessed, this is also why we call cyberspace the World Wide Web). When we view separate pieces of information as similar for some reason, we chunk them together under some more abstract category. Then, we interpret new, incoming informa- tion to be consistent with the structure we have created (recall the discussion in Chapter 2 about how prior expectations influence current experiences).54 This helps explain why we are better able to remember brands or stores that we believe “go together”; for example, when Titleist rather than Chanel sponsors a golf tournament. Recent research indicates that people can recall brands that are not as obviously linked (for example, when an un- likely product sponsors an event), but in these cases marketers have to work harder to justify why the two things go together.55In the associative network, links form between nodes. For example, a consumer might have a network for “perfumes.” Each node represents a concept related to the cat- egory. This node can be an attribute, a specific brand, a celebrity the consumer identi- fies with a specific perfume brand, or even a related product. A network for perfumes might include concepts such as the brand names Britney Spears Curious for Women, Calvin Klein Eternity, and Elizabeth Arden Red Door, as well as attributes such as sexy and elegant.When we ask the consumer to list perfumes, this consumer recalls only those brands that show up in the appropriate category. This group constitutes her evoked set. The task of a new entrant that wants to position itself as a category member (e.g., a new lux- ury perfume) is to provide cues that facilitate its placement in the appropriate category. Figure 3.5 shows a sample network for perfumes.After reviewing this information about “Associative Networks”Please answer this question BASED ON VALENTINE’S DAY1.Please develop an associative network for the context. (about VALENTINE’S DAY)

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