Memory Flashcards
List the 3 types of memory
- Sensory
- Short-term
- Long-term
Of the three types of memory, which are unlimited in capacity?
Sensory
Long-term
Of the three types of memory, which are limited in duration?
Sensory
Short-term
Does iconic or echoic storage last longer?
Echoic (3 seconds)
In which of the 3 phases of memory do we pay attention (devote cognitive resources)?
Short-term
Define retrieval
Getting information from long-term memory to process in the short-term
Define associative network
How memory is organized
What are the groupings where consumers store concepts, feelings & events?
Nodes
Associative Links are created through _________ and __________
knowledge & experience
List the two types of associative links
- Categories
2. Attributes
Categories are important for _________
Consideration Sets
Attributes are important for ___________
Attitudes toward brands
How do consumers try to understand new products or brands? By fitting them into their existing _______.
Schema
Define meaningful encoding
Associating active info in short-term with other info from long-term memory
List the two ways to achieve meaningful encoding
- Depth of processing (shallow, intermediate, deep)
2. Generation effect (self-generated answers are better remembered)
