Kathryn A. Braun-LaTour

Is That a Finger in My Chili? Using Affective Advertising for Postcrisis Brand Repair

A study of the effects of reconstructive memory points the way to dealing with the damage to a business’s reputation that follows an instance of negative publicity. The study contradicts the commonly held myth that it is best to avoid communicating for a time and let consumers “forget” an unfortunate incident. Instead, given what is now known about reconstructive memory processes, the crisis situation can be used as a means to reestablish a relationship with consumers. This research investigation proposes that postcrisis communication efforts should be focused on emotionally connecting with consumers via autobiographical-referencing advertising. Moreover, although the study focuses on crisis management, the lessons of reconstructive memory can be applied to all phases of brand management.

Using Childhood Memory Elicitation to Gain Insights into a Brand at a Crossroads: The In-N-Out Burger Situation

The regional In-N-Out burger chain is at a crossroads. With the passing of its matriarch, a new generation of owners is considering speeding up the companys growth, franchising the company, and expanding its product to a national audience. The question is, How will existing customers respond to the chains expansion? In this context, the childhood memory elicitation method allows researchers to understand how consumers initially formed their relationships with a brand (or product). The age at which consumers formed a relationship with In-N-Out affects their view of the prospective expansion. Those who formed an early attachment were comfortable with expansion plans, but those who became attached as adolescents considered the expansion to be a violation of their view of the company as their trendy, exclusive club. The authors discuss the results specifically for the In-N-Out situation and more generally for other companies looking for methods or measurements to augment their research toolkit.