Lecture 4 – KNOWLEDGE & MEMORY Flashcards
3 ways in which marketers can leverage consumers’ subjective comprehension
- prior knowledge
- associations
- inferences & assumptions
3 ways in which consumers infer quality
- high prices
- high effort invested in promotion
- scarcity
5 types of memory
- consumer memory
- working memory
- long-term memory
- episodic/ autobiographical memory
- semantic memory
consumer memory
= persistence of learning over time, via storage & retrieval of info, either consciously or unconsciously
retrieval
= process of remembering or accessing what was previously stored in the memory
working memory
= incoming info is encoded or interpreted with existing knowledge or kept available for more processing
long-term memory
= info stored for later use
episodic/ autobiographical memory
= knowledge about oneself & his or her personal, past experience
semantic memory
= general knowledge about an entity, detached from specific episodes
explicit memory
= consumers are conscioulsy aware that they remember something & can repeat it
implicit memory
= consumers are not conscioulsy aware that they remember something
failures of memory retrieval
- decay
- intereference
- memory subject to:
- selection
- confusion
- distortion
2 expressions of explicit memory
- recognition
- (free) recall
recognition
= identifying whether individuals have previously encountered a stimulus when re-exposed to the stimulus
(free) recall
= ability to retrieve info about a stimulus from memory without being re-exposed to the stimulus again
decay
= weakening of memory strength over time
interference
= strength of a memory deteriorates over time becasuse of competing memories
selection
= memory of only some information
confusion
= misremembering a specific piece of info
distortion
= remembering things that did not happen
tecniques to enhance memory
- chuncking
- reharsal
- recirculation
- elaboration
chunking
= groups of items processed as a unit
reharsal
= active & conscious interaction with the material one is trying to remember
recirculation
= encountering info reportedly
elaboration
= transferring info to LT memory by processing at deeper levels
schemas
= set of associations or associative networks linked to a concept in memory
2 types of specific schemas
- brand image
- brand personality
brand personality
= set of associations that reflect a brand’s personification
taxonomic categories
= classification of objects in memory in an orderly way, based on their similarities
Characteristics:
* stable
* a product can belong to ≠ categories
* a product can be more typical of a category than another
expert consumers have:
- rich associative networks
- more graded & refined taxonomy
- high flexibility in activating suitable associations
