lecture 6 memory

Question 1

3 systems of memory

Answer 1

• sensory
• short-term
• long-term

Question 2

memory systems in long term?

Answer 2

• declarative; episodic and semantic
• non-declarative; procedural, conditioned responses, priming

Question 3

process from short to long term memory

Answer 3

rehearsal in STM leads to encoding in LTM. when needed retrieval from LTM to STM.

Question 4

Short term memory?

Answer 4

• phonological loop
• visuo-spatial sketchpad
• central executive
• episodic buffer

Question 5

phonological loop

Answer 5

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.

Question 6

visuo-spatial sketchpad

Answer 6

for visual and spatial material

Question 7

central executive

Answer 7

attentional system for coordination

Question 8

episodic buffer

Answer 8

for temporal storage of information for integration STM/LTM

Question 9

Long term memory 3 codes

Answer 9

• verbal
• visual
• motor

(almost) unlimited storage in these.

Question 10

implicit memory as defined in the book and the problem with it?

Answer 10

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”

Question 11

explicit memory

Answer 11

conscious recall
- semantic knowledge: facts and general knowledge
- episodic memory: personal experiences

Question 12

implicit memory

Answer 12

no conscious recall
- procedural memory: motor and cognitive skills
- priming: enables enhanced identification of stimuli
- conditioned responses: bell-food (pavlov)

Question 13

why does advertising not result in implicit memories?

Answer 13

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.

Question 14

are measures of implicit memory a valid way of assesing impact of advertising on memory?

Answer 14

the standard measure of ad effectiveness is to measure explicit recal, but this is an invalid measure of purchase intentions.

Question 15

why is measuring ad recall an invalid way of measuring impact on memory?

Answer 15

• 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

Question 16

set up of Yoo (2008)

Answer 16

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

Question 17

conclusions from Yoo (2008)

Answer 17

• 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.

Question 18

what is the goal of advertising?

Answer 18

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.

Question 19

cognitive accesibility relevance?

Answer 19

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.

Question 20

advertising clutter

Answer 20

more and more advertising creates competitive interference, all the ads are competing to be encoded.

Question 21

arm’s race between advertisers and consumers?

Answer 21

because of the advertising clutter advertisers develop strategies to win the encoding battle and consumers in turn develop strategies to avoid or ignore ads.

Question 22

can advertising distort memory

discussed in the arms race

Answer 22

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.

Question 23

what is memory for

Answer 23

• observe serial position effects?
• goal pursuit
  we’ve learned that some things are easier to learn
• preparedness
• animals
• SNL

important question

Question 24

preparedness

Answer 24

biological preparedness in classical conditioning. taste associated with illness, pain with sound an light etc.

Question 25

learning about animals

Answer 25

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.

Question 26

SNL skit

Answer 26

easier to remember a celebrities name than to recall a name of a non-prestigious person

Question 27

memory and goal pursuit: fundamental social motives

Answer 27

• 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.

Question 28

Memory and goal pursuit: strategies of social influence

Answer 28

• reciprocation
• commitment
• social proof
• liking
• authority
• scarcity
• ?