My 9-year-old son Conor was engaged in his usual hypermultitasking activities last night – simultaneously watching TV, building something out of Legos, visiting the Webkins site, hugging the dog – when a Circuit City commercial came on. He stopped everything he was doing and proclaimed to no one in particular, “I will never shop at Circuit City again!”
You see, Conor and I had a bad experience at a local Circuit City store when an overmatched and undertrained sales clerk couldn’t figure out how to ring up the three items we were purchasing. His incompetence was both comical and frustrating. Twenty minutes into the transaction, I gave up, stopped a manager on the way out of the store, and ripped him a new one for putting staff on the floor who obviously weren’t prepared to do their jobs.
Not a big deal, right? Especially for Conor, who as a consumer-in-training is endlessly bombarded with brand messages and has trouble remembering where he left his socks 10 minutes ago. The negative memory will surely fade into the background, and all will be well. Except for one thing: That in-store experience happened nearly four years ago, when Conor was 5. No amount of slick advertising will ever convince this young consumer to spend his allowance in a store that wouldn’t let him buy a PlayStation game.