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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.

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Marketing Management, Management Studies

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