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This document discusses how consumers use knowledge and memory when making decisions. It provides examples of how brands build associations in consumers' memories to influence purchasing. Specifically: - Consumers rely on information stored in memory, organized using associations between pieces of information. - Brands form associations with attributes like Tony the Tiger being uniquely associated with Frosted Flakes. They aim to promote positive associations and eliminate negative ones. - Nostalgia campaigns like Converse's recall positive past memories to reconnect with consumers. Knowledge is organized in mental structures called schemas that represent our understanding of objects and categories. - Memory involves encoding, storing, and retrieving information through different types of memory over time like sensory, short-Read less