Abstract:

Given today's flood of information, consumers struggle to find their way and seek as much help as they can find in many markets. As part of everyday life, people often create help mechanisms such as mnemonics to make it easier to remember things. For example, you remember a sentence starting with the initial letters of each of the points of the compass in order to help you remember them. Or if you are in the United States and you want, for example, to order flowers, you simply use the letters on the telephone. If you enter the dialling code and then 'Flowers' you are directly connected to the flower delivery service.But you don't necessarily need these traditional aids; mental images can also help with memory. For example, if you ask people how many windows there are in their house, most people cannot tell you of the top of their head. However, if you close your eyes and picture the house in your head, you can go from room to room counting the windows and get an answer that way.Brands are also mostly accompanied by very concrete perceptions and associations and form mental images in consumers' minds.