This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Braun-LaTour, K. A. Articles by LaTour, M. S. Search for Related Content Social Bookmarking                         What's this?

Using Childhood Memory Elicitation to Gain Insights into a Brand at a Crossroads

The In-N-Out Burger Situation

William F. Harrah College of Hotel Administration, University of Nevada, Las Vegas, kathryn.latour{at}unlv.edu

Michael S. LaTour

University of Nevada, Las Vegas, Michael.LaTour{at}unlv.edu

The regional In-N-Out burger chain is at a crossroads. With the passing of its matriarch, a new generation of owners is considering speeding up the company's growth, franchising the company, and expanding its product to a national audience. The question is, How will existing customers respond to the chain's expansion? In this context, the childhood memory elicitation method allows researchers to understand how consumers initially formed their relationships with a brand (or product). The age at which consumers formed a relationship with In-N-Out affects their view of the prospective expansion. Those who formed an early attachment were comfortable with expansion plans, but those who became attached as adolescents considered the expansion to be a violation of their view of the company as their trendy, exclusive club. The authors discuss the results specifically for the In-N-Out situation and more generally for other companies looking for methods or measurements to augment their research toolkit.

Key Words: memory elicitation • qualitative research methods • restaurant marketing • In-N-Out Burger

Cornell Hotel and Restaurant Administration Quarterly, Vol. 48, No. 3, 246-273 (2007)
DOI: 10.1177/0010880407304396


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?

This article has been cited by other articles:

				M. S. LaTour Using New Brain Science to Address the Quarterdeck Dilemma Cornell Hospitality Quarterly, August 1, 2007; 48(3): 345 - 347. [Abstract] [PDF]