(7) Memory Flashcards
Importance of Memory
1) Marketing Stimuli
2) Exposure
3) Attention ->
4) Comprehension -> Memory
5) Attitude Formation ->
Ad Effectiveness
Free recall: What brands of soft drinks have you heard of?
Cued recall: Think of all the ads of soft drinks telecast during last night’s MTV show. Which brands were advertised?
Recognition: Which of the following soft drink brands have you heard of? (list)
Memory Strucure
(1) Sensory Memory <- Environmental Input
-> (2) Short-Term Memory -> Response
-><- (3) Long-term Memory
Sensory Memory
Holds information from the sensory registers until it can be processed further
Types:
- Iconic memory: visual sensory memory
- Echoic memory: auditory sensory memory
Characteristics:
- Stored in actual sensory form
- Short-lived (Iconic 1s, Echoic 4s)
- If information is not analyzed, it is lost from the sensory register
Short-Term (Working) Memory
Information that received sufficient attention is transferred to short-term memory
Incoming information is encoded or interpreted
Types of Processing:
- Imagery processing (process information in sensory form)
- Discursive (semantic) processing (process information as words)
Characteristics:
- Limited capacity (less than 7 chunks - meaningful units)
- Short-lived (if not rehearsed it will be lost in one or two minutes)
Long-Term Memory
Memory where information is *permanently” stored
- Episodic Memory: event
- autobiographical memory - I remember using … two years ago) - Semantic Memory: fact
- general knowledge - I know that… - Procedural Memory: motion
- skills knowledge - I know how to type
Organization of LTM - Associative Network Principle
Pieces of information stored in long-term memory are connected to other related information stored in other nodes
- Nodes / Links / Spreading activation
Brand Retrieval
Soft drinks:
Pepsi 0.7 / Coke 0.6 / Fanta 0.3 / Mt Dew 0.2
n brands, Si= strength of association
P (retrieval Coke) = 0.6 / (0.7 + .6 + . 3 + .2)
Associative Network Principle - Priming Effect
If consumers have a well-organized set of knowledge (schema) for a product category, activating particular nodes of memory can influence their reaction to new stimuli
A-K-E-U- ? OR 35-94-27-53-?
I3, What is it?
Associative Network Principle - Interference
Information can be available in memory but not accessible because of other information
- Proactive interference: prior learning interferes with new learning
- Retroactive interference: later learning interferes with prior learning
Memory Enhancing Techniques - Encoding (1)
- Attention Enhancing Factors
- Personal relevance
- Stimulus Characteristics
- Pleasant stimuli (attractive, music, humor)
- Surprising (novelty, unexpectedness)
- Easy-to-process stimuli (size, color, movement, constrasting)
Memory Enhancing Techniques - Encoding (2)
- Chunking
- Groups of items that can be processed as an unit
- Short-term memory can hold 3-4 chunks
- If the unit represents some meaning, even more
- 1-88-335-9377 instead of 1883359377
Memory Enhancing Techniques - Retaining (3)
- Rehearsal / Recirculation
- the mental repetition of information (frequent exposure / Ad slogans)
- Implication: make it easy to repeat with songs and slogans
Memory Enhancing Techniques - Retaining / Retrieval (4)
- Elaboration
- the degree of integration between the stimulus and existing knowledge (=deeper processing)
- Motivation plays a role in the amount of elaboration
- Make people think more about the ad
- Ex: zoo, PUPPIES, …
Told to focus on:
whether in lowercase or CAPS: lower level elaboration
Whether they’re self-relevant: higher level elaboration
Memory Enhancing Techniques - Retaining / Retrieval (5)
- Organization
- When stimuli are presented in an organized form, memory increases
- Implications: Consistency
- the same meanings should be conveyed throughout different versions of the ad
- the same meanings should be conveyed through the brand name, copy, and pictures within an ad
