Chapter 5 Flashcards
What is memory?
• “multiple components constructed around
a distributed network of neurons” Goldman-Rakic in Scientific American Book of the Brain (1999)
• All over the brain - not in any one area
• A combination of neurons and chemicals - all interacting
3 Areas of storage in the brain
- Sensory
- Short-term
- Long-term
Sensory Memory
- Sight, Sound, Smell,Touch & Taste
- Passes in and out of consciousness quickly
- ‣ Takes less than a second to process Hard to verbally describe
- Can be trained
Short Term Memory
- Closely related to working memory
- Responsible for storing information temporarily
- Passive process
- Storage capacity - 5-9 items (7 +/-2)
- Can be enhanced by ‘chunking’ (86552342 versus 86 55 23 42)
• Suggests that memory of immediate events must be “stored” in the brain in a more vulnerable form than other info.
Long Term Memory
- Thought to be (relatively) permanent - Nothing is forgotten, only the means of retrieval is lost
- Usually the things we can retrieve from long term memory are ‘events’ rather than every day things
Four basic principles of memory
- Information stored as nodes
- Nodes can be linked together ‘associated’ 3. These links are bi-directional
- Links give a chance at retrieval
Types of long term Memory
- Explicit : Conscious Recall (episodic and semantic)
2. Implicit: without conscious (Priming and Procedural)
3 Memory Process
- Encoding
- Storage
- Retrieval
Encoding
- Putting information into storage
- Form links with information already in memory or reinforce existing knowledge
- Can be conscious or unconscious
- We filter out a lot of info and have selective attention (At a party - always hear our own name - regardless of the noise)
Storage
Maintenance of memory
• The way we ‘keep’ information in memory
• Rehearsal can be just repeating the information over and over
• BUT elaborative rehearsal - with exercises such as linking new information to other items seems to work better
• Reinforcement role
Retrieval
• Cue based
• Linked info can be retrieved and used or acts
as a retrieval cue for further information
• Factors such as mood can also effect retrieval
• Not everything linked will be retrieved - we don’t have the mental capacity or inclination
Why do we forget?
- Ineffectiveinitialencoding
- Decay: memory fades with time
- Interference:competitionfromother information
- Differentcontextcues
Why do buyers store information about brands in their memory?
- It is USEFUL
- It makes it easier to buy the next time - don’t have to learn from scratch
- Learning is hard work - no one wants to do it all the time
Encoding brand information
• Buyers filter out most of what they are
exposed to
• But they do notice things that are:
Useful/important Unusual
Frequently used (e.g. users more likely to recall exposure to advertising than non- users)
What do you want customers to retrieve
Brand Name
We retrieve information after being promoted by cues
