Memory

Question 1

Types of memory

Answer 1

Sensory Memory–>attention
Short-Term Memory–>elaborative rehearsal–>
Long-Term Memory

Question 2

Sensory Memory

Answer 2

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.

Question 3

Short-Term Memory (STM)

Answer 3

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)

Question 4

Long term memory

Answer 4

Permanently stored knowledge with unlimited capacity
Autobiographical (episodic) memory: knowledge about ourselves & experiences (personally relevant)
Semantic memory: knowledge about the object and its properties

Question 5

Ways to improve memory

Answer 5

Rehearsal
 Recirculation
6X rule of thumb for remembering
Familiarity = likeability
Chunking
 State-dependent learning/retrieval
 Dual encoding
 Elaboration

Question 6

Rehearsal

Answer 6

Actively review material in an attempt to remember it

Only when highly motivated

Question 7

Recirculation

Answer 7

remember it because you encounter it a lot
6X rule of thumb for remembering
Familiarity = likeability
Mainly in low involvement situations

Question 8

Chunking

Answer 8

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

Question 9

State-dependent learning

Answer 9

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).

Question 10

Dual Encoding

Answer 10

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)

Question 11

Elaboration

Answer 11

Relating information to prior knowledge and past experiences (could be more enduring than rehearsal!)
Processing info in deeper levels
Unexpected or novel ads

Question 12

Retrieval

Answer 12

remembering or accessing what is stored in memory so that it can be utilized in short-term memory

Question 13

Associative (semantic) network model of long-term memory

Answer 13

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

Question 14

How does associative network influence retrieval?

Answer 14

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

Question 15

How to Create Activation?

Answer 15

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)

Question 16

The Fan Effect

Answer 16

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!

Question 17

Retrieval Failures and Errors

Answer 17

Decay
Interference
Primacy and Recency Effect

Question 18

Recall

Answer 18

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)

Question 19

Explicit Memory

Answer 19

Involves recognition

Question 20

Implicit Memory

Answer 20

Memory for things without any conscious attempt at remembering them

Question 21

Review of explicit and implicit memory

Answer 21

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

Question 22

Retrieval Cue

Answer 22

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.

Question 23

Slide 54

Answer 23

look at it

Question 24

Tourist Memory Distortion

Answer 24

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)

Question 25

Reconstructive memory

Answer 25

Memory is now thought to be a dynamic process, influenced by prior and post knowledge as well as the experience itself.

Question 26

Spreading the activation nodes of memory

Answer 26

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)

Question 27

Implications of Bugs Bunny Study

Answer 27

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

Question 28

Conclusion of wine wheel study

Answer 28

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.