Lecture 2

Question 1

sensory memory

Answer 1

things we decide fast, we don’t remember we have done this.
example: walking down street without bumping into someone

Question 2

short-term memory

Answer 2

working memory can be held longer if your repeat it.
- limited duration
- limited capacity
- increase efficiency through chunking. Once we give meaning, it’s easier to remember and easier to retrieve.

Question 3

What drives a firm sensory to LTM?

Answer 3

attention, things that are abnormal catch your attention

Question 4

long-term memory

Answer 4

nearly infinite capacity. Problem is you know lots of things, but you can’t always retrieve them. Here, triggers facilitate retrieval of information in LTM.
- unlimited duration
- unlimited capacity
- efficient organization

Question 5

How is information stored in LTM?

Answer 5

associative network

Question 6

associative network

Answer 6

associations may emerge from personal experiences, advertising cue’s, other people’s experiences

Question 7

3 properties of associations

Answer 7

1. secondary associations
2. reciprocal associations
3. interconnecting associations

Question 8

secondary associations

Answer 8

associations of associations

Question 9

reciprocal associations

Answer 9

category evokes brand and other way around

Question 10

interconnecting associations

Answer 10

used to improve consistency and brand image

Question 11

spreading activation

Answer 11

model that tells us about the order in which memory gets retrieved from LTM

Question 12

Knowledge accessibility depends on:

Answer 12

1. frequency of concept activation
2. recency of concept activation
3. number of associations

Question 13

marketing relevance of association networks

Answer 13

measuring brand associations helps identify gaps between actual and desired associations, and in turn:
1. Develop more effective brand positioning
2. Design more effective marketing communications

Question 14

learning

Answer 14

transferring information from short-term to long-term memory

Question 15

Models of learning:

Answer 15

• cognitive learning
• classical conditioning
• operant conditioning
• modeling

Question 16

Cognitive learning through:

Answer 16

• repetition
• mnemonics
• elaboration

example: googling things

Question 17

Classical conditioning

Answer 17

learning by repeated pairing.
dog salivates when hearing bell

Question 18

evaluative conditioning

Answer 18

repeated pairing of objects with affective stimuli, resulting in transfer of affect from stimulus (US) to object (brand, CS).

affective stimuli may be music, scenery, people, animals –> anything that elicits affective responses

Question 19

Operant conditioning

Answer 19

instrumental learning/trial-and-error learning.
Learning behaviour by trial and error.
if response is award > repeat behaviour.
If response is punishment > stop behaviour.

Valence matters

Question 20

Modeling

Answer 20

learning by observing the actions of others (“models”), and the reward/punishment they receive.

important factors:
- attractiveness models
- similarity of model to self
- ability to reproduce observed behaviour (increased by imagining being in someone’s shoes)

Question 21

Forgetting (opposite to spreading activation)

Answer 21

inability to retrieve things from memory.
This results from:
- Decay
- Interference

Question 22

Decay

Answer 22

pathway to the information fades over time when associations are not renewed.

Question 23

Interference

Answer 23

New information about same topic may reduce the ability to retrieve original information.

Question 24

reconstructive memory

Answer 24

integrating different sources of information in remembering (actual information, accessible cues). When we retrieve information from memory, we reconstruct memory instead of recalling factual information.