How is general knowledge stored in a consumer's memory?

The correct understanding of how general knowledge is stored in a consumer's memory aligns with the idea that memory functions through associative links or connections between concepts. When consumers encounter information, they don't just remember facts in isolation. Instead, their brains create networks of related ideas and concepts, allowing them to retrieve and utilize this information more efficiently when making decisions or processing new inputs.

This connection-based model helps consumers relate new experiences or products to their prior knowledge. For instance, when a consumer thinks about a brand, they may automatically recall related experiences, emotions, and attributes associated with that brand, thanks to the links formed in their memory. Therefore, recognizing that memory is organized by these associations provides insight into how consumers make decisions, move through their purchase journey, and navigate brand relationships.

The other options, while they contain elements of truth, do not represent the primary mechanism by which general knowledge is structured in memory. Having distinct memories emphasizes individual recall, a hierarchical structure suggests a rigid organization that isn't always reflective of how associative networks work, and repeated exposure to advertisements primarily influences familiarity and brand recognition rather than the deeper conceptual links that facilitate memory retrieval.