MEMORY Flashcards
ENCODING
dynamic processing and conversion of information into memory
storage
static representation and retention of information in memory
retrieval
dynamic process of accessing information from memory
chunking
grouping multiple units of information into a single, meaningful unit.
serial positioning effect
People tend to remember items that are:
- First: primacy effect
- Last: recency effect
word length effect
The percentage of correct recall decreases as the number of syllables increases.
Articulation rate predicts memory span.
unattended speech effect
Memory span is shorter when unattended speech occurs during learning. phonological loop, central executive, visual sketchpad
properties of STM
Duration is short (~20 seconds).
* Capacity is limited (7 ± 2 items).
* First and last items are best remembered.
* Verbal (auditory) and visual memories are processed separately.
how to become a memorable brand
expose, engage, remind
expose
The first step in becoming a memorable brand is to enter STM via exposure to the target segment.
- Mere exposure
multi-store model
Rehearsal: repeated or extended experiences of the object or event (may be real or imagined).
Spacing effect
engage
The second step is to enter LTM by enticing the consumer to mentally engage with the brand.
Memory consolidation: consolidation is the process of converting a STM into a LTM.
How to facilitate consolidation? REHEARSAL
levels of processing
The probability of retrieving a memory is a function of its level of processing at the time of encoding.
Information can be processed at multiple levels.
- Shallow processing: attending to physical features (e.g., appearance)
- Deep processing: attending to semantic features (i.e., meaning)
learning phases
- Physical encoding (superficial analysis based on physical traits)
- Acoustic encoding (noticing if there is any similarity in terms of sound with something we already know)
- Semantic encoding (what is the meaning of the word)
- Self- reference encoding (deepest level, how would we relate to this thing? E.g., in the case of a car brand’s name: would we ever buy their cars?)
how to facilitate consolidation
How to facilitate consolidation? DEEP SLEEP
Memories are consolidated during deep sleep.
* People who get more deep sleep have better memories
* Objects and events experienced shortly before sleep are more likely to be remembered
