Lesson 11 Videos Flashcards
Sensory memory
input from the five senses stored temporarily in memory.
Echoic memory
Hearing
Iconic memory
Seeing
Olfactory memory
Smell
Failing to remember is a ___ ___ in consumer behavior
common occurrence
Such memory failures in the context of product purchase and consumption translate into
lost sales and profits
Consumers’ ability to remember also plays a role in
advertising effectiveness
Advertising’s long-term effects may depend on
consumer memory.
Advertising may focus on activating consumers’ memory of
past consumption experiences.
Consumer memory is also an important part of
nostalgia advertising appeals which evoke favorable memories of the past.
For all these reasons (and many more) - businesses’ best interests lie in
helping consumers remember.
Cognitive learning:
getting information into memory. Occurs when info processed in short-term memory is stored in long-term memory.
Retrieval:
Learning is only one part of remembering. The other part of remembering is - getting it back out.
Rehearsal
involves the mental repetition of information or, the recycling of information through short-term memory.
Rehearsal may be described as
a form of inner speech.
Rehearsal serves two functions:
Helps maintain information in short-term memory.
Aids in the transfer of information from short-term memory to…long-term memory.
Elaboration
is the degree of integration between the stimulus and existing knowledge.
Elements of Cognitive Learning
Rehearsal
Elaboration
Mental Representations
At greater levels of elaboration, more links between the…
new information and information stored in memory are created.
Greater elaboration leads to…
greater learning.
Using low level of elaboration to remember a license plate number:
Using greater level of elaboration to remember the same license plate number:
A J N 2 6 8
JAN 16
The amount of Elaboration that occurs during info processing depends on the person’s motivation & ability to do so
Motivation
Ability
Ability to learn depends on
knowledge –which allows more meaningful elaboration.
Motivation plays a role in
the amount of elaboration a person employs to remember.
Intentional learning
Incidental learning
Mental Representations
the particular manner in which information is stored in long-term memory.
Stimuli may be stored in same form in which they appear, or transformed (eg: the price of a dress may be remembered as $200 or as ‘expensive’).
Dual coding
proposes that information can be stored in both semantic and visual forms.
Types of Mental Representations
Dual coding
Associative network
Associative network
memory nodes containing bits of information are linked to other memory nodes in a series of hierarchical networks.
Having multiple representations increases the
number of possible mental pathways that can be traveled when trying to remember.
Retrieval
the activation of info stored in long-term memory that is then transferred into short-term memory.
Elements of Retrieval
Retrieval
Forgetting
Recognition and Recall
The Cycle of Remembering
^> Learning >
Short-Term Memory Long-Term Memory
^< Retrieval
Successful retrieval depends on:
Strength of memory trace of the to-be-remembered information (eg: names of family members, SS#, home phone no. etc.)
The number and strength of linkages between the to-be-remembered item and other memory nodes. (eg: a product that has a strong relationship with a celebrity spokesperson. Thinking about the celebrity will facilitate retrieval of the product & vice versa).
Retrieval can be enhanced by
retrieval cues
Retrieval Cues
stimuli that activate information in memory relevant to the to-be-remembered information
Forgetting
the failure to retrieve something from memory.
Why does forgetting occur?
Decay theory
Interference theory
Interference theory
the chances of retrieving a particular piece of info become smaller as interference from other info becomes larger.
Decay theory
memories grow weaker with the passage of time.
___ _ ___ may also interfere with retrieval.
Clutter of advertising
Interference effects can also arise when
the endorser of one product also endorses other products (eg: HM & MetLife commercials).
Even when memory trace is strong, people forget things because
not all information in long-term memory can be retrieved at one point in time.
If retrieval fails, sometimes information will
“pop” into our minds later.
Recognition and Recall
Retrieval also depends on whether the information requires recall or recognition.
Recognition
requires identifying something as familiar because we’ve seen it before.
With brand or ad recognition measures, the to-be-remembered information is provided.
Recall is more cognitively ___ than recognition.
demanding
Unaided (free) recall does not contain
any retrieval cues.
Aided (cued) recall provides
cues to help someone remember.
Consumers remember more when
they answer aided rather than unaided recall measures.
Recency Effect
Phenomenon that we tend to remember whatever happened the most recently compared to something that happened earlier on.
Primacy Effect
We tend to remember things that were first in a series.
Recognition and Recall
Product Awareness
When consumers use internal search to form their consideration sets, they must recall brand names from memory.
Brand recognition, in this instance, is not as important as brand recall.
Sometimes consideration sets are formed using external search or even at the point of purchase. In this case, product awareness in the form of recognition is vital.
Brand recognition focuses on
more than just the name - possibly the packaging.
Showing the packaging in an ad helps
recognition when in the store, which plays a vital role in gaining entry into the consideration set.
Showing the product in the ad increases
consumers’ product recognition.
Recognition and Recall
Advertising Awareness
Many companies focus on what consumers remember about their ad messages, rather than on how many remember seeing it.
Companies should focus on what consumers remember about their advertising messages.
Do they remember the advertised brand?
Day-after recall (DAR)
What do they remember about the ad claims?
Day-after recall (DAR)
measures brand recall 24 hours after ad exposure.
Just because an ad is remembered need not mean that it’s ___ …. just because an ad is NOT remembered does not mean that it’s ___.
effective
ineffective
Why should companies focus on what consumers remember about their advertising messages?
If consumers don’t remember the brand, then the other things they do remember will not be linked to the brand in memory.
If consumers are confused about which brand was in the ad, they might link the ad claims to another brand (eg: Energizer vs Duracell) .
How Companies Can Help Consumers to Remember
A. Get More Attention
B. Use Reminders
C. Use Retrieval Cues
D. Use Repetition – again and again
E. Encourage Elaboration
F. Encourage Multiple Representation in
Memory
G. Be Consistent
H. Use Easy-to-Remember StimuliGet More Attention
The more attention given to a stimulus, the greater the chances of being remembered.
There are a number of ways companies can enhance consumers’ attention to their messages.
Pleasant ambient scents (restaurants, malls, department stores, etc.) enhance brand recall and recognition.
Use Reminders
Advertising that reminds consumers to buy a product (reminder advtg).
Postcards, oil change stickers, etc. reminding consumers to make an appointment.
Retrieval cues placed on packaging and at the point of purchase to enhance ad effectiveness.
Free stickers (magnets) help consumers remember the company’s information.
Free products (promotional freebies) act as mini-billboards and build goodwill.
The Internet is useful for delivering reminders and making recommendations to consumers.
EX: Free stickers (magnets) help consumers remember the company’s information.
Use Retrieval Cues
Retrieval cues activate relevant product information in memory at the point of purchase.
Retrieval cues also help to link the favorable feelings generated by an ad to the product.
Different types of retrieval cues may be most effective depending on the language of communication (eg: Chinese-visual cues, English-auditory cues).
‘Imagery Transfer’ is used in radio advertising to evoke images in consumers’ minds from TV commercials of the same brand.
How Energizer Modified Its Packaging to Help Consumers Remember
Since research indicated that commercials were not linked very strongly to the Energizer name, the packaging was modified to include the pink bunny as a retrieval cue because the bunny was remembered.
Use Repetition – again and again
Companies rely on repetition (showing ads over and over again) to enhance rehearsal of the ad. This is known as increasing ‘frequency’ of the ad - often at the expense of ‘reach’.
Learning plateaus after a certain number of repetitions, and negative responses may result from seeing an ad too often.
Repetition may be used within a single ad.
Also, it is better to use multiple ad executions with a common theme rather than show the same ad 30 times…. to avoid ‘ad wearout’.
Great ad campaigns use repetition with…
…variety: ‘Got Milk?’
Encourage Elaboration
Self-referencing: involves relating a stimulus to one’s own self and experiences.
Research supports the potential for encouraging self-referencing through advertising copy (eg: using the word ‘you’ or ‘your’ in the ad).
Encourage Multiple Representation in Memory
Using both semantic and visual forms for consumers to store info in long-term memory is more effective than using one of these representations.
If the ad copy fails to evoke imagery, then including pictures in the ad will enhance the formation of visual representations and improve retrieval.
Visual representation of a brand name can increase its memorability.
Visual Representations Can Increase ___ of Brands
Memorability
Be Consistent
An ad may convey the same meaning through the brand name, copy, and picture if they are presented in similar ways.
A print ad for a vodka brand reads:
“Smooth as ice…… Icy cold. Icy clear. Imported Icy Vodka of Iceland. Why can’t everything in life be this smooth?”
When the ad copy conveys the same meaning as the name and picture, brand name recall is improved.
Consistency facilitates remembering.
Use Easy-to-Remember Stimuli
Concrete words (such as dog or tree) can be visualized rather easily (eg: Brand names: Spic ‘n Span, Easy Off, Head and Shoulders, Jaguar, etc.)
Abstract words (such as democracy or equality) are more difficult to represent visually (eg: Brand names: WD-40, Nuprin, Prius, etc.)
Concrete brand names will be more easily remembered than abstract brand names.
Distinctive stimuli are easier to remember because they stand out and are less susceptible to interference.
Distinctive brand names and products are more memorable.
Brand name suggestiveness
Suggestive brand names can enhance recall of ad claims that pertain to the same attribute suggested by the brand name.
Brand Names Often Use ‘Brand Name ___’
Suggestiveness
Brand name suggestiveness
the degree to which the brand name conveys a brand attribute. (eg: DieHard, Energizer, Zest, Sparkle, I Can’t Believe It’s Not Butter, etc.)
Advertising May “Rewrite” Your Memories - or Your Consumption Experiences
This tested theory suggests that advertising may distort consumers’ memories of their past experiences by reshaping memories.
Consumers’ memories are full of memories of consumption experiences both favorable and unfavorable.
A recent research study indicates that it is possible to shape what is remembered by implanting false memories.
Eg:meeting Bugs Bunny at Disneyland.
