Michael Jordan has been a well-paid endorser for Gatorade sports drink.Suppose that in addition to his role as TV spokesperson,the makers of Gatorade decide to place a likeness of Michael Jordan on every Gatorade bottle.Doing this would represent an appropriate marketing use of the _____.

Question

Quizplus · Accepted Answer

Placing a likeness of Michael Jordan on every Gatorade bottle leverages the encoding specificity principle, which suggests that memory is enhanced when information available at the time of encoding is also available at the time of retrieval. Associating Michael Jordan's image with Gatorade on the packaging reinforces the connection between the brand and the endorser, making it easier for consumers to recall and recognize the product.

Michael Jordan Has Been a Well-Paid Endorser for Gatorade Sports