Interview five consumers and ask them what are the first five words that come into their minds when they hear the following brands listed below. Use the results to draw a schema that represents consumer knowledge of each brand.
• Wall Street Journal
• Gatorade
• Sears
• Hershey's
• Taco Bell
Are any of the brands listed in above a category exemplar or prototype? Are any involved in nostalgic rumination? Explain.