Memory Flashcards
Types of memory
Sensory Memory–>attention
Short-Term Memory–>elaborative rehearsal–>
Long-Term Memory
Sensory Memory
Information that comes in through our senses
iconic memory: things we see
echoic memory: things we hear
Information stored in its sensory form (exact form)
Very short-lived: last only a couple of seconds
Visual < Auditory
If not processed further, we lose it.
Short-Term Memory (STM)
Also called working memory
Integrate incoming info in light of our existing knowledge
The portion of memory where most of our information processing actually take place
Limitations of STM:
Limited capacity (7+/-2 items)
Short-lived duration
(20 secs without intervention)
Long term memory
Permanently stored knowledge with unlimited capacity
Autobiographical (episodic) memory: knowledge about ourselves & experiences (personally relevant)
Semantic memory: knowledge about the object and its properties
Ways to improve memory
Rehearsal Recirculation 6X rule of thumb for remembering Familiarity = likeability Chunking State-dependent learning/retrieval Dual encoding Elaboration
Rehearsal
Actively review material in an attempt to remember it
Only when highly motivated
Recirculation
remember it because you encounter it a lot
6X rule of thumb for remembering
Familiarity = likeability
Mainly in low involvement situations
Chunking
Words: 3M Minnesota Mining and Manufacturing AT&T American Telephone and Telegraph ESPN Entertainment and Sports Network CNN Cable News Network Numbers: 149217761945 1492 1776 1945
State-dependent learning
Learn and recall the events better under the similar internal (e.g., highly aroused), environmental states (e.g., same room) or emotional states (e.g., happy or sad mood).
Dual Encoding
process in which two different sensory traces are available to remember (e.g., verbal and visual, putting words to music, smell with a visual cue)
Elaboration
Relating information to prior knowledge and past experiences (could be more enduring than rehearsal!)
Processing info in deeper levels
Unexpected or novel ads
Retrieval
remembering or accessing what is stored in memory so that it can be utilized in short-term memory
Associative (semantic) network model of long-term memory
Set of associations that are linked with a concept in memory (schemas)
“Nodes” contain concepts and beliefs, sensory images, feelings, and events
“Associative links”:connect the nodes & are created through knowledge and experience
How does associative network influence retrieval?
Trace strength
Stronger links are more accessible
Marketers try to strengthen links between brands and associations
Spreading activation
Explains our seemingly random thoughts
Marketers want their brand names to cause activation to spread to favorable thoughts
How to Create Activation?
Increase strength of associations with other concepts
Increase repetition of association
Build links to usage situations
Build links to the market leader (Pravada to Grey Goose)
Reduce number of concepts at the same level (Fan effect)
The Fan Effect
Interference among competing associations to a concept.The more links, the less activation for each one.So reduce number of concepts at the same level!
Retrieval Failures and Errors
Decay
Interference
Primacy and Recency Effect
Recall
Type of explicit memory:
Unaided or free recall
Do you remember seeing any commercial while watching American Idol last night?
Can you draw the Apple logo?
Aided or cued recall Do you remember seeing a car ad while watching American Idol last night? (if asked about Ford, let them describe the ad)
Explicit Memory
Involves recognition
Implicit Memory
Memory for things without any conscious attempt at remembering them
Review of explicit and implicit memory
Do you remember seeing any brands in the music video?
Do you remember seeing any cosmetics brand (or any computer brand)?
Which of the following cosmetics brands do you remember seeing?
Olay/ Make Up For Ever/ L’Oréal/ NARS/ Anastasia
Which of the following cosmetic brands do you want to buy the next time you need to buy a make up product?
Olay/ Make Up For Ever/ L’Oréal/ NARS/ Anastasia
Retrieval Cue
A stimulus that facilitates a node’s activation in memory
Some important types of marketing retrieval cues:
Brand names, logos, packages, cues in an ad, etc.
Slide 54
look at it
Tourist Memory Distortion
Memory is a reconstructive process.
Retroactive management of tourist experiences: How posttravel information can influence how a tourist remembers the past experience
Memory distortion in response to false information (advertising)
Reconstructive memory
Memory is now thought to be a dynamic process, influenced by prior and post knowledge as well as the experience itself.
Spreading the activation nodes of memory
Concepts or ideas are linked via a neural network. Once a concept it activated, it spreads energy to the other related concepts. Exposure to marketing techniques affects our autobiographical memory.
Repeating false information in advertising and tourist stories will lead to more memory distortion because repetition increases familiarity and confidence
Postexperience information can influence and even distort how a tourist remembers his or her past.
The false information not only change the consumers’ own personal memory of their visit but also their overall knowledge structure (semantic memory) for the target destination.
Measured with closeness of the pairs (e.g., Castle – Fairy tale, Mickey Mouse – Bugs Bunny)
Implications of Bugs Bunny Study
Increase in personal stories, web sites, and blogs for searching and word-of-mouth stories
Need for post-experience management: use post-experience ad or other communications to transform what their tourists remember.
Autobiographical or transformative advertising
Conclusion of wine wheel study
A multisensory tool designed to give consumers sensory language/vocabulary helps consumers encode their sensory experience better, strengthen their experiential memory, and further withstand influence from misleading marketing communications.
