Class 4: Memory Flashcards
Three basic psychological processes relate to how consumers respond to products:
▪ Memory
The way in which information is stored and recalled.
▪ Learning
Processes involved in establishing consistent responses to particular stimuli.
▪ Attitudes
Processes involved in the formation and consequences of + & - psychological reactions to objects.
Memory
Memory refers to both the processing and storage of information in the mind
Three processes involved:
1) Encoding– information entered into ‘system’
2) Storage – knowledge integrated into existing ‘files’
3) Retrieval– mind accesses the stored information
Types of Memory Systems - Sensory Memory
Temporary storage of sensory information
Capacity: High
Duration: Less than 1 second (vision) or a few seconds (hearing)
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Attention
Information that passes through an attentional gate is transferred to short-term memory.
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Short-term Memory
Brief storage of information currently being used
Capacity: Limited
Duration: Less than 20 seconds
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Elaborative Rehearsal
Information subjected to elaborative rehearsal or deep processing (e.g., its meaning is considered) is transferred to long-term memory.
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Long-term Memory
Relatively permanent storage of information
Capacity: Unlimited
Duration: Long or permanent
Types of Long Term Memory
Acronym: She Evaluates and Interprets
Semantic Memory- General accumulated knowledge (e.g., vocabulary).
Episodic Memory- Relate to specific events.
Autobiographical Memory- Personally relevant episodic memories that make up our life story.
Implicit Memories (procedural)- Relate to skills one exercises automatically (e.g., driving a car, cooking a familiar recipe).
Organization of LTM
▪ Information in long-term memory is linked with other information to form schemata.
▪ Schema (pl. schemata): Associative networks of prior information grouped by concepts (knowledge structures of interconnected nodes).
* Many different types of schemata
* Not organized in one single way
* Constantly changing and updated
Schema Marketing Application #1
Product Positioning: Which schema to position
against?
Schema Marketing Application #2
Brand Extensions and Co-Branding
▪ Leverage existing positive associations
▪ Fit important
Schemata and Retrieval
Retrieval is the final step in the memory process.
Marketers want consumers to recall their products.
* Stronger links are more accessible – strengthen associations
* Spreading activation – create more associations
* Can’t retrieve when links fade – reinforce message
* Ease with which you can retrieve information is often used in
judgments – make it easy for consumers
Retrieval Issues
Various pieces of the information are stored in different parts of the brain (e.g., sound ~ auditory cortex, sight ~ visual cortex, source information ~ the frontal lobe). The limbic system binds these pieces as a single experience.
But
▪ Memories in the brain decay, and context (including source information) decays the fastest.
▪ Memories can be contaminated by other memories.
▪ Over time, imagined mental images can become familiar and be perceived as ‘true’ memories.
▪ Childhood memories only accessible once language parts of the brain develop.
▪ Don’t update information after we’ve learned it.
Retrieval Problem Example
Childhood exposure to ads can lead to
biased product evaluations that persist
into adulthood.
- Children are exposed to advertising at a very young age.
- But don’t learn how to understand this
(persuasion knowledge) until after the
exposure. - Thus, because they thought sugary cereal, for example, was good when they were a child, they still think that as an adult, even when told to correct the bias.
Primacy and Recency Effects
From AI bc no words on slide, just diagram
Primacy Effect
Items presented at the beginning of a list are more likely to be recalled than items in the middle. This is thought to be related to the tendency to rehearse and relate memory storage systems.
Recency Effect
Items presented at the end of a list are more likely to be recalled than items in the middle. This is likely because those items are still in short-term memory.
Measuring Memory: Recognition versus recall
▪Unaided recall
While watching [TV show] last night, what commercials did you see?
▪ Cued or Aided recall
While watching [TV show] last night, did you see a commercial for
(brand name)?
▪ Recognition
Which of these ads (that I am showing you now) did you see during
[TV show] last night?
