Lecture 2 Flashcards
sensory memory
things we decide fast, we don’t remember we have done this.
example: walking down street without bumping into someone
short-term memory
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.
What drives a firm sensory to LTM?
attention, things that are abnormal catch your attention
long-term memory
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
How is information stored in LTM?
associative network
associative network
associations may emerge from personal experiences, advertising cue’s, other people’s experiences
3 properties of associations
- secondary associations
- reciprocal associations
- interconnecting associations
secondary associations
associations of associations
reciprocal associations
category evokes brand and other way around
interconnecting associations
used to improve consistency and brand image
spreading activation
model that tells us about the order in which memory gets retrieved from LTM
Knowledge accessibility depends on:
- frequency of concept activation
- recency of concept activation
- number of associations
marketing relevance of association networks
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
learning
transferring information from short-term to long-term memory
Models of learning:
- cognitive learning
- classical conditioning
- operant conditioning
- modeling
Cognitive learning through:
- repetition
- mnemonics
- elaboration
example: googling things
Classical conditioning
learning by repeated pairing.
dog salivates when hearing bell
evaluative conditioning
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
Operant conditioning
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
Modeling
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)
Forgetting (opposite to spreading activation)
inability to retrieve things from memory.
This results from:
- Decay
- Interference
Decay
pathway to the information fades over time when associations are not renewed.
Interference
New information about same topic may reduce the ability to retrieve original information.
reconstructive memory
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.
