This chapter focused on the different techniques in which consumers adapt ways into their minds, as well as how they stay there. The term I’d like to breakdown is elaboration. The definition of elaboration is the process by which analyzed data is structured, stored and integrated into a consumer’s memory. This can be so important for a marketer in order to comprehend their audience as well as their future/potential consumers. When it comes to elaboration it is so crucial because a marketer needs to analyse the consumer’s process in order to create that memory.
Using the specific term elaboration is such a great reminder of one of my favorite movies; Confessions of a Shopaholic. At the beginning of the movie, the opening scene, where she is narrating who she is, she was established as a consumer. She was a consumer who knew her brands, where she shops, the cards she uses, how many cards she uses, and so many things she elaborated. She goes on to talk about how a guy can’t treat her as well as a store. This was a discrete example of how the process of elaboration works for a consumer.
Consumer Behavior 