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Assume you are part of a target market group (consumer) and you have been selected to take part in a focus group. You are asked to think about what you know about the Tesla brand, (knowledge you have that is related to Tesla). In other words: What do you, as a consumer, think of when you think about Tesla? You will answer this by constructing a Schema diagram / associative network for Tesla. Schemas are schematic memories, or associative networks, that are also referred to as knowledge structures.

Visiting the Tesla website will assist you with this assignment. How have other products you associate with Tesla influenced how you will remember Tesla? What other factors also influence retrieval? Brand image refers to the schematic memories of a brand. It contains the target market’s interpretation of the product/brand or service, inclusive of attributes, beliefs, usage situations, users, and manufacturer/marketer characteristics. The nodes are what people think of when we hear or see a brand.

These are a set of associations consumers have learned about the brand. In addition, we can describe long term memory in terms of a schema, or associative network. Researchers have found when new information is inconsistent with a schema, consumers engage in more diligent processing, and as a result have improved memory about the stimulus. Thus, when consumers receive information that deviates from expectation, they (we) allocate more cognitive capacity to it, and process it in greater depth. Example - Attached below of Southwest Airlines Schema.jpg

Reflection: The reflection piece of the assignment should be four to five sentences which will include what you thought about each weekly/module, discussions, topics, readings, etc.

Paper For Above instruction

Constructing a schema diagram or associative network for Tesla requires an understanding of the various interconnected perceptions and knowledge structures that shape consumer memory and brand image. As a target consumer, my perception of Tesla is shaped by its innovative electric vehicle technology, sustainability commitment, advanced autonomous driving features, and sleek, modern design. When I think of Tesla, nodes in my associative network include attributes such as eco-friendliness, cutting-edge technology, luxury appeal, and youth-oriented branding. These attributes are supported by beliefs that Tesla is a leader in renewable energy solutions and that owning a Tesla signifies modernity and environmental responsibility.

My recalled knowledge about Tesla is also influenced by product associations like the Tesla Model S, Model 3, the Powerwall energy storage system, and the Solar Roof, which broaden my understanding of Tesla's brand portfolio. Each product reinforces the perception that Tesla is not just an automaker but a comprehensive clean-energy solutions company, which amplifies its image of innovation and sustainability.

Additional factors that influence memory retrieval of Tesla include marketing communications, media coverage, word-of-mouth, and personal experience with Tesla vehicles or media representations. For example, seeing Tesla’s advertisements emphasizing their autopilot capabilities or reading news about Tesla's breakthroughs in battery technology deepens my schema and bolsters my awareness of the company's technological leadership. Conversely, negative media reports about production delays or safety concerns can influence and modify my schema, causing me to process new information more diligently.

Overall, Tesla’s brand image as a forward-thinking, sustainable, and technologically advanced brand is reinforced through its product range and marketing efforts. These associations contribute to a cohesive and durable schema that helps me recall Tesla distinctly from other auto brands. Understanding the schema network provides insight into how consumers like myself interpret and remember complex brands such as Tesla, especially when presented with new or conflicting information, which prompts more attentive processing and stronger memory encoding.

References

  • Hoyer, W. D., & MacInnis, D. J. (2016). Consumer Behavior (6th ed.). Cengage Learning.
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  • Li, H., Qi, J., & Phua, J. (2020). Influencing Attitudes Toward Electric Vehicles: The Role of Brand Associations and Sustainability Perceptions. Journal of Business Research, 120, 341-351.

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