Exam 3 Study Guide Flashcards
Chapters 4, 5, 6
definition of memory
the persistence of learning over time
relevance of memory in marketing strategies
understanding how consumers retain and recall brand experiences
sensory memory: capacity (units), duration (seconds), and outcome.
- 3 to 7 units
- 0.5 to 3 seconds
- quickly forgotten unless transferred to working memory
ex. glance at a billboard
short term (working) memory: capacity (units), duration (seconds), outcome, and memory.
- 7 to 9 units
- 5 to 15 seconds
- forgotten without active processing
- enhances processing and stimulates choice
ex. repeating a jingle to remember it
long term memory: capacity, duration (seconds), types, and relevance.
- infinite
- permanent
1. semantic memory
2. episodic memory - brands aim to create lasting associations
semantic memory
general knowledge (from repeated interactions)
episodic memory
personal experiences (a memorable starbucks visit)
recognition vs. recall
recognizing a logo (easier) vs. recalling a brand without cues (harder)
chunking
grouping info (phone numbers)
rehearsal
repeating info to retain it
recirculation
revisiting info over time
elaboration
linking new info to existing knowledge
application
repetition and vivid imagery to boost recall
associative networks
concepts connected by links in memory
activation
triggering one concept activates related ones (conscious or unconscious)
priming
exposure to one stimulus influences response to another (seeing “coffee” makes you think “Starbucks”)
schemas
mental frameworks (Starbucks = sophisticated, relaxing)
scripts
sequences of actions (ordering at a fast-food restaurant)
3 major types of memory
- sensory memory
- short term (working) memory
- long term memory
what are the 5 techniques to enhancing memory?
- chunking
- rehearsal
- recirculation
- elaboration
- application
3 types of retrieval failures
- decay
- interference
- primacy/recency
decay
fading over time
interference
new info blocks old info
primacy/recency
first and last items remembered best
retrieval errors
source confusion (misremembering where you saw an ad)
stimulus characteristics
salience, prototypically, redundant cues, and medium affect retrieval
what are stimulus characteristics?
features (ad, product, brand) that influence how easily it’s noticed and later remembered
what is salience?
how much a stimulus stands out
- high salience = more attention
ex. a neon sign or loud commercial is more likely to be remembered.
what is prototypically?
how well a stimulus represents a category
- more prototypical = easier to remember
ex. a red apple is more prototypical of the “fruit” category than starfruit
what are redundant cues?
multiple, reinforcing elements that help consumers connect and remember info
- boost recall by repeating key info (visual, audio, text)
ex. jingle, slogan, logo
how does medium affect retrieval?
the medium (tv, social media, print) impacts how info is processed and recalled
ex. video ads may be more memorable than print ads due to motion and audio
brand image
what a brand stands for and how favorably it’s viewed
brand personality
traits like sincerity, excitement, sophistication, etc
definition of attitude
how much we like or dislike an object, issue, or brand
2 functions of attitude
- cognitive
- affective
cognitive: __________ based
knowledge
affective: __________ based
emotion
4 attitude characteristics
- favorability
- accessibility
- confidence
- resistance
favorability
accessibility
how easily it comes to mind
confidence
strength based on info quality
resistance
difficulty in changing
Elaboration Likelihood Model (ELM)
theory explaining how people are persuaded- through either central route (high effort) or peripheral route (low effort)- depending on their motivation and ability to process a message
central route (high effort)
deep evaluation of message content (reading an ad)
- leads to lasting attitude change
peripheral route (low effort)
persuaded by cues (celebrity, music)
- leads to temporary attitude change
direct/imagined experience
personal use or visualization
reasoning by analogy/category
comparing to similar brands
values-driven
aligning with beliefs
social identity
based on group affiliation
analytical processes
logical evaluation
what is attitude formation
process where consumer develops opinions or feelings towards product, brand, etc.
what are cognitively based attitudes?
formed through thoughts, beliefs, and reasoning rather than emotions
what is source credibility in based attitude formation?
how credible and trustworthy the communicator/company seems
two-sided message
message that presents both pros and cons, which can increase credibility
comparative message
message that directly compares brands or products
affectively based attitudes
attitudes formed through emotions or feelings, not logic
(triggered by mood, music, or emotional stories)
what is the match-up hypothesis?
idea that a celebrity endorser should fit the product for the message to be more persuasive
what is emotional contagion?
when an ads mood transfers to the consumer
fear appeals
ads that use fear to motivate behavior change
what is the terror management theory?
when thoughts of aging/death influence consumer decisions
ex. life insurance ads
attitude-behavior link
connection between what a person feels or believes (attitude) and how they actually act (behavior)
situational factors that affect behavior
-money
- product availability
- context of use
what are normative factors in attitude-behavior link?
social pressures or expectations from others that impact decision making
high self monitors
adjust behavior to fit social norms; attitudes may not match actions
low self monitors
act consistently with their attitudes regardless of social context
pavlov’s classical conditioning
learning process where a neutral stimulus becomes associated with a meaningful stimulus, leading to a learned response.
- used in ads to create emotional brand connections
unconditioned stimulus (US)
something that naturally triggers a response without any learning
ex. food naturally causes salivation
unconditioned response (UR)
automatic response to the unconditioned stimulus
ex. salivating when food is presented
neutral stimulus (NS)
stimulus that doesn’t cause a response on its own
ex. bell or brand logo before any association is made
conditioned stimulus (CS)
neutral stimulus after being paired repeatedly with the unconditioned stimulus
ex. the bell becomes a CS once it’s linked with food
conditioned response (CR)
learned reaction
ex. salivating just from hearing the bell (without food)
