lecture 6 memory Flashcards
3 systems of memory
- sensory
- short-term
- long-term
memory systems in long term?
- declarative; episodic and semantic
- non-declarative; procedural, conditioned responses, priming
process from short to long term memory
rehearsal in STM leads to encoding in LTM. when needed retrieval from LTM to STM.
Short term memory?
- phonological loop
- visuo-spatial sketchpad
- central executive
- episodic buffer
phonological loop
loop of ~2 seconds that stores verbal info via rehearsal.
loop in seconds instead of items explains why longer words are harder to memorize than shorter words.
visuo-spatial sketchpad
for visual and spatial material
central executive
attentional system for coordination
episodic buffer
for temporal storage of information for integration STM/LTM
Long term memory 3 codes
- verbal
- visual
- motor
(almost) unlimited storage in these.
implicit memory as defined in the book and the problem with it?
they explain explicit as declarative, but implicit definition is not the same as non-declarative.
with their definition of implicit a lot of declarative (explicit) memories become part of the implicit, which is confusing.
“influence of memory on behavior, but without remembering the relevant experience, or without awareness of influence of that experience on current behavior”
explicit memory
conscious recall
- semantic knowledge: facts and general knowledge
- episodic memory: personal experiences
implicit memory
no conscious recall
- procedural memory: motor and cognitive skills
- priming: enables enhanced identification of stimuli
- conditioned responses: bell-food (pavlov)
why does advertising not result in implicit memories?
procedural memory is not relevant, enhanced identification is not needed because of the brand name written on the product. an ad could lead to a conditioned response, but the influence of that is small to the heuristics we actually use.
are measures of implicit memory a valid way of assesing impact of advertising on memory?
the standard measure of ad effectiveness is to measure explicit recal, but this is an invalid measure of purchase intentions.
why is measuring ad recall an invalid way of measuring impact on memory?
- effects on implicit memory are not detectable with measures of explicit memory
- recollection of arguments made in an advertisement may be unrelated to consumers’ attitude
set up of Yoo (2008)
presented banner ads on websites with 3 conditions
- control group
- directed attention; instructed to focus on website lay out
- undirected attention; instructed to focus on content (how normally people interact with site).
then evaluated the brand and tested explicit and memory tests
conclusions from Yoo (2008)
- control and non-directed had low explicit group and directed had higher explicit recall,so when you are not looking at it banner ads do not create explicit memory.
- implicit memory is the same in directed and non-directed condition, so without direction to the banner ads they do create implicit memories.
suggests explicit recall may underestimate the effect of advertising on memory.
what is the goal of advertising?
why don’t we measure the effect of product evaluation (attitude)?
we assume marketing professionals know the difference between memory and purchase intention (so good reason for memory being standard measure)
-> so what is the goal of advertising; memory or attitude change.
- the use of memory as measure suggests it is memory.
cognitive accesibility relevance?
cognitive accesibility probably increases the probability of a brand being included in consideration set, but the question is when the cognitive accesibility of a brand is relevant.
advertising clutter
more and more advertising creates competitive interference, all the ads are competing to be encoded.
arm’s race between advertisers and consumers?
because of the advertising clutter advertisers develop strategies to win the encoding battle and consumers in turn develop strategies to avoid or ignore ads.
can advertising distort memory
discussed in the arms race
the study from Loftus and Palmer proved that it is possible to distort memory and it is not a weird question if you see memory as a reconstruction.
but it seems irrelevant, because when you buy a product you actually get it and don’t have to rely on memory to make a judgement.
what is memory for
- observe serial position effects?
- goal pursuit
we’ve learned that some things are easier to learn - preparedness
- animals
- SNL
important question
preparedness
biological preparedness in classical conditioning. taste associated with illness, pain with sound an light etc.
learning about animals
more important for kids to know which animals are dangerous, than their actual name.
kids’ memory for if unfamiliar animals are dangerous was better than it would be per change.
SNL skit
easier to remember a celebrities name than to recall a name of a non-prestigious person
memory and goal pursuit: fundamental social motives
- affiliation
- status
- self-protection
pathogen avoidance, mate acquisition, mate retention, kin care
no clear explanation for memory pallets of the cursive written ones, which suggests there are undiscovered strategies of social influence that make use of these memory systems.
Memory and goal pursuit: strategies of social influence
- reciprocation
- commitment
- social proof
- liking
- authority
- scarcity
- ?
