Exam 1: Memory

Question 1

What is Transience?

Answer 1

Memories are connections between neurons in the brain and without use, these connections weaken or disapper… FORGETTING

Question 2

How do marketers overcome/leverage transience?

Answer 2

Create a general impression (memory of feeling is stronger), elaborative encoring (helps us create cues)

Question 3

What is Absent-Mindedness?

Answer 3

Forgetting because we aren’t paying attention in the first place (info never gets encoded properly)

Question 4

What is Blocking?

Answer 4

(Absent-Mindedness) when the brain tries to retrieve or encode info but another memory interferes, “tip-of-the-tongue”, “ugly sisters”

Question 5

How do marketers overcome/leverage blocking?

Answer 5

Add conceptual associations (ex. interesting facts that people remember)

Question 6

What are the 3 sins of omission/forgetting?

Answer 6

1. Transience
2. Absent-Mindedness
3. Blocking

Question 7

What are the 4 sins of commission (errors)?

Answer 7

1. Misattribution
2. Suggestibility
3. Bias
4. Persistence

Question 8

What is Misattribution?

Answer 8

Attribution of memories to incorrect sources or believing that you have seen or heard something you haven’t (leads to schema consistent recall, luxury, healthy, etc.)

Question 9

How do marketers overcome/leverage misattribution?

Answer 9

pictorial encoding, associating words with pictures instead of just text

Question 10

What is Suggestibility?

Answer 10

Tendency to include misinformation in memory due to leading questions, deception and other causes, can lead to false memory

Question 11

How do marketers overcome/leverage suggestibility?

Answer 11

strong visiual image, use favorable brand associations to trigger memory

Question 12

What is Bias?

Answer 12

Present knowledge, beliefs and feelings skew our memory of the past

Question 13

What are the 3 types of Biases?

Answer 13

1. Consistency Bias: “I always buy this brand”
2. Hindsight Bias: “I knew that would work all along” or “I knew that was a bad idea”
3. Egocentric Bias: “That reminds me of myself”

Question 14

What is Persistence?

Answer 14

Unwanted recollections that people can’t forget; continual reminding, cues too common/strong, suppression backfires

Question 15

What should marketers do to overcome memory “sins”?

Answer 15

1. Encourage elaboration (transience)
2. Communicate general feeling / familiarity when appropriate (absent-mindedness)
3. Use personal references (bias)
4. Imply that desired purchase behavior is consistent (bias)
5. Make conceptual connections (blocking)
6. Make visual brand connections (misattribution and persistence)