Chapter 4 Flashcards
Consumer memory
Is the persistnece of learning over time, via the storage and retrieval of information which can occur consciously or unconsciously
Retrieval
The process of remembering or accessing what was previously stored in memory, We may retain it in memory for an instant, for a few minutes, or for a long time depending on the type of memory employed
Sensory memory
Is the ability to temporarily store input from all our fives senses. Information is stored automatically and retained only briefly in sensory memory, generally from a quarter of a second to several seconds at most
Echoic memory
Is sensory memory of things we hear
Iconic meomry
Sensory memory of things we see
Olfactory memory
is at play, for example, when the smell of freshly baked bread is still lingering in your mind right after having left a bakery
Working memory
Is the portion of memory where we encode or interpret incoming information and keep it available for further processing.
Discursive processing
representing thoughts with words
imageriy processing
Representing the visual auditory, tactile and/or Olfactory properties of an apple
Long term memory
is that part of memory where information is permanently stored for later use
Two major types of long term memory
Episodic
Semantic
Episoding Long term memory
Represents knowledge about ourselves and what has happened to us in our past, including emotions and sensations tied to past experiences
Semantic memory (long term memory)
facts and general knowledge unrelated to specific episodes in our lifes history
Explicit memory
When consumers are consciously aware that they remember something
Implicit memory
When consumers are not consciously aware that they remember something
Implicit memory makes it easier to
Process information that we have encountered before
Recognition
Occurs when we remember we have seen, heard, smelled, toughed or tasted some stimulus before
Recall
occurs when we remember we have seen, hear, smelled , touched or tasted something before
Elaboration
We transfer information into long term memory by processing it at deeper levels of meaning
Knowledge content
Reflects the information we have already learned and stored in memory about brands, companies, stores, people, how to shop, how to sue public transportation or bake a cake and so on
Knowledge structure
Describes how we organize knowledge (both episodic and semantic) in memory
Schema
The group of associations or associative networks linked to an object or person (More in general to a concept)
Priming
spreading of activation taking place outside of conscious awareness
The increased sensitivity to certain concepts and associations due to prior experience based on implicit memory
subconscious reaction to stimuli that influences our conscious decisions to new stimuli
Associations in schemas vary in three dimensions that are crucial to building and maintaining strong brands
Favourability (associations can vary in favourability)
Uniqueness (Associations vary in their uniqueness: the extent to which they are also related to other concepts)
Salience (associations vary in their salience, or how easily they come to mind)
Brand image
Is a specific type of schema that captures what a brand stands for and how favorably consumers view it
Schemas can include specific associations that reflect
The brands personality
Brands personality
The way that the consumer would describe the brand if it were a person
Perceptions of masculinity and femininity are important to brand personality and have important implications for the choice of endorser, among other marketing decisions
Script
Represents our knowledge of a sequence of actions involved in performing an activity
Taxonomic category (memory)
A specifically defined division with an orderly classification of objects with similar objects in the same category.
Within a category, some category members represent the category better than others
The prototype
The category member perceived to be the best exmple of the category, like disney being the prototypical theme park, and apple pie being the prototypical pie
Prototypicality
The extent to which category members are considered to be representative of the category
Taxonomic categories can be hierarchically organized into
Basic, subordinate and superordinate levels
Basic level (taxonomic categories)
Finer discriminations among these objects are made at the basic level
Superordinate level (taxonomic categories)
The broadest level of categorization, where objects share a few associations but also have many different ones
Subordinate level
The finest level of differentiation that exists
When an associative network contains attributes that are linked in the consumers mind, these attributes are
correlated
Consumers may also organize thier knowledge into goal derived categories
Goal derived categories contains things that consumers view as similar because they serve the same goal, even though they may belong to very different taxonomic categories
Construal level theory
Describes the different levels of abstractness in the association that a consumer has about conepts (people, products, brands and activities) and how the consumers psychological distance from these concepts influences his or her behavior. Prior expereince plays a role in the content and strucutre of consumers knowlege and the flexibility of using their knowledge. Therefore, consumers vary in their ability to process information based on how much prior experience they have
The core idea of CLT is that the more distant an object is from the individual, the more abstract it will be thought of, while the closer the object is, the more concretely it will be thought of.
Three elements in particular contribute to retrieval failures
Decay
Interference
Serial position effects
Decay ( memory retrieval failures)
Occurs when memory strength deteriorates over time, for instance, because it has not been used. Thus, we tend to forget entire events or small details from childhood because they happened so long ago
Interference (memory retrieval failures)
Occurs when the strength of a memory deteriorates over time because of the presence of other memories that compete with it
Explain primacy and recency effects (memory retrieval failures)
The fact that the things we encountered first or last in a sequence are often those most easily remembered
Salience (to be particularly noticeable)
Salient objects tend to attract attention and induce greater elaboration, thereby creating stronger memories
Prototypicality
We are better able to
recognize and recall prototypical or pioneer brands because these have been frequently rehearsed and recirculated and are linked to many other concepts in memory, and pioneers were the first to occupy the links
Redundant cues
memory is enhanced when the information items to be learned seem to go together naturally
Retrieval cue
is some stimulus that facilitates the activation of memory
Retrieval cues can be generated internally or externally
