How The Reconstructive View Of Memory And Discuss How Advertising That Appeals

1381 Words Sep 23rd, 2014 6 Pages
The aim of this study is as stated by the authors, “The purpose of this article is to explain how the reconstructive view of memory and discuss how advertising that appeals to one’s own past experiences (i.e., autobiographical referencing) can be used as a means to connect emotionally with customers” (p. 107). The authors also wanted to explore how this strategy could be used by Wendy’s when it experienced the Wendy’s chili incident. In 2005, Wendy’s conforted a headline of a woman accused Wendy’s of serving her a bowl of chili that had a tip of a finger in it. This incident brought bad publicity to Wendy’s even when it resulted that the women had placed the finger in her chili bowl. After this incident, Wendy’s offered a “Free Fostry” weekend to its customers in effort to recover from the bad publicity that the incident brought to the company. In this article, the authors wanted to explore another way that probably Wendy’s could have taken after the incident. I think the authors have done a good job of refering to an actual problem where the problem was handled different of what they are suggesting; especially this article bring great information of looking at recosntructuctive memory in a new way in the relation to advertising and how beneficial this could be when handling postcrisis especially in the hospitality industry field. This study suggests a contrary way of handling postcrisis in an organization and it gives great information of the new suggested way as it test…

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