The Power of Mental Models and Branding

Brands like Nike and Coca-Cola create mental models that shape consumer preferences and purchasing decisions. These mental models are shaped by associations and perceptions built through marketing strategies. For example, Nike associates itself with sports and victory, while Under Armour positions itself as the brand for underdogs. Mental models can have real-world impacts, such as influencing how high someone jumps or how far they hit a golf ball. Additionally, mental models can be easily influenced by aesthetic and visual presentations, as shown in studies comparing dog food and expensive patte.