Memory Flashcards
What is ___? A storage facility: Like a file cabinet/library library of knowledge about products, services, shopping trips, and experiences
They are are personally constructed
Memory
____ Memory: A personal storehouse of knowledge about products and services, shopping, and consumption experiences
Memory is a dynamic, flexible, systemic, error-prone, “human” process
Marketers must work around or capitalize on the complications of memory
Consumer memory
How is __ organized? __ __ In the LTM, each piece of info (node) is conceptually associated with other nodes via links
Related nodes are connected in a complex associative network - closely related nodes are connected by chains or series of association, distantly related nodes are connected by chains or series of activation. Links in networks created through knowledge and experience
Spreading activation: when pp retrieve a particular node, they often think of the other nodes that are closely related to them
Memory// Associative networks
__ ___ Networks. Marketers need to know how to strengthen and weaken links
Examples:
McD strengthen the links between them and salads (healthy) to move away from the gross fast food place association
Associate network applications
types of ___.
1) Sensory Memory
2) Short term Memory
3) Long term Memory
Memory
- ___ memory
- sensory experiences stored temporarily in memory
- echoic memory: of the things we hear
- iconic memory: things we see
short lived: 1/4 sec-3 sec
If its not processed, we lose it
Sensory Memory
- __ ___ Memory
STM: we encode/interpret incoming info in the context of existing knowledge. The intersection of knowing, understanding, and info processing
Limited capacity - 7 short term memories (Miller’s Law) - must be involved with the memory
Short lived - info held for 18-30 seconds
- if elaboration occurs, info transfers to LTM, if not it is lost
Short Term Memory
- __ __ memory
very large storage capacity
permanently stored knowledge
where info is placed for later use.
Types: Semantic, Procedural, or episodic
Long Term Memory
LTM. ____ Memory.
knowledge about the world Detached from specific episodes, general knowledge stored in cognitive categories
Semantic LTMemory
LTM. ____ Memory.
knowledge of how to do
things
E.g. using a smartphone or how to head
Procedural LTMemory
LTM. ____ or ____ Memory.: knowledge about ourselves and our own experiences.
i. Influencers decision making (hair in food) ii. Promotes empathy and identification (Hefty) 1) Remembering in the past when the trash would fall through the bag on you, much more salient and deep connection, likely to want to buy hefty iii. Can be distorted or reinterpreted by ads iv. Cueing and persevering autobiographical memories (nostalgia marketing) 1) Retro things
Episodic (autobiographical) memory
What leads consumers to ___ what they have learned?
- Practical: tell them specifics, make it concrete (we have the juiciest burgers) - Personal -- people remember info that relates to them - Interactive: have them generate arguments/elaboration - Accessible - Simple message (intel inside) - Create same conditions at encoding and retrieval (state dependent learning) ○ The degree that you can be in the same situation when you learn information and when you are tested on it ○ Help consumers recollect
Remember
___ and ___ characteristics.
Expertise: more connections = better recall
Mood: memory higher in a positive mode, better memory consistent with mood
Arousal: level of emotional arousal underestimated – so story arousal as part of product/brand
Memory and Consumer characteristics
7 ___ of Memory
1) Transience
2) Absent-mindedness
3) Blocking
4) Misattribution
5) Suggestibility
6) Bias
7) Persistence
Sins
7 sins of memory. 1. ____
(aka decay) - forgetting information over time.. recently processed information is more accessible. If you don’t use it, you lose it: rehearse and repeat!
Transience
7 sins of memory. 1. Transience: ___ and ___.
Blast strategy:
- many commercials closely aired together
- achieve rapid awareness, but also rapid forgetting
Pulse strategy:
Spacing commercials further apart over a longer period of time, maintains associations much better
Choose strategy based on product need (high intensity blast to launch a product and then pulse regularly afterwards)
Time and Forgetting
7 sins of memory. 2. ___ __
Forgetting as a result of shallow or superficial
processing during encoding and/or retrieval
i) Encoding: attention, comprehension used to
transfer information from shortà long term memory
ii) Retrieval: transference from long-term à shortterm
memory
Absent-mindedness
7 sins of memory. 2. Absent-Mindedness: _____
Many different pathways:
Visual: the __ to picture images. More powerful when we remember words that lend themselves to images vs abstract low-imagery words
Acoustic: the __ of sound
Semantic: the __ of meaning
- learning is easier when something has meaning
- imagery + semantic is best
- self-reference effect
Encoding
7 sins of memory. 2. Absent-Mindedness: _____ Encoding
a) Mnemonic devices help us remember info (ROY G BIV) Chunking: organizing items into familiar, manageable units(IBM)
b) Hierarchies: subdividing concepts from broad to narrow helps encoding (lecture notes in outline)
Enhancing Encoding
7 sins of memory. 2. Absent-Mindedness: _____ Encoding
c) Recirculation (simple repetition) - based on mere exposure (Burton Snowboard product placement in snowboard sony video games “repetition, repetition”)
d) Rehearsal (think about info and its meaning to
remember)
e) Elaboration (process at deeper levels)
Relate to prior knowledge or past experiences
Things that grab attention often lead to elaboration
(especially interesting puzzles)
Children and elderly less likely to elaborate
recirculation < rehearsal < elaboration
Enhancing Encoding
7 sins of memory. 2. Absent-Mindedness: Encoding: _____
Recognition: determining whether a stimulus has been
encountered before
Brand and ad recognition
Recall: retrieve information from memory
Free recall vs. cued recall
Does the consumer need to recognize the product or recall it? Recognize the soap brand in the store or remember the place to go for lunch
Retrival
7 sins of memory. 2. Absent-Mindedness: Encoding: ____
high-frequency words or names with heavy exposure
better
Transmission time to transfer from STM to LTM is
shorter (2-5 sec)
Implication: commercials don’t have to be as long,
repeated as frequently, or attract as much attention
to achieve recognition.
Recognition
7 sins of memory. 2. Absent-Mindedness: Encoding: ____
Only recalled brands will be in consideration set
Time to transfer is longer (5-10 sec) so need more
sustained attention so you need longer commercials that captivate
-Names that evoke rich imagery
-Novel or unexpected
-Suggest the product or service and its benefits
Recall
7 sins of memory. 2. Absent-Mindedness: Enhancing ___.
Processing in STM (discursive vs imagery)
- high imagery words
- photos can help words messages with low imagery (abstract) and help most in low involvement
Enhancing Retrieval
7 sins of memory. 2. Absent-Mindedness: Enhancing ___.
- Primary and regency (ordering of ads, least likely to remember what’s in the middle : want to be in the beginning or at the end)
-Salience (break from existing schemas)
-Prototypically (for event/context)- Redundant cues (more associations to start retrival)
Brand/catchphrase/spokesperson
-Zeigarnik Effect
Involved in task that is interrupted —> material during interrupted task higher recall
Expectancy violations - Holiday Rom Com and Sears
- Anime Race and Geico
- Redundant cues (more associations to start retrival)
Enhancing Retrieval
7 sins of memory. 2. Absent-Mindedness: ___ Cues.
- Brand names, logos, packages
- Store context different from learning context
- Retrieval cue from ad on package or insstore
display
- Most effective cues: match cues used in ad
Consumers can generate their own retrieval cues (oil change and the sticker)
Retrieval cues
7 sins of memory. 3. ____
Retrieval failture due to interference from related info stored in memory (Old product in your mind blocks a new product from going in your brain)
Associative interference
b. Associative interference
-New associations increase the complexity of consumers’ associative networks
c. You remember the market leader the most
A) Xyz and Nike
B) Don’t play in the market leader’s sandbox
C) Differentiate yourself as much as possible
Blocking
7 Sins of Memory 3. ____
Associative Interference
- New associations increase the complexity of
consumers’ associative networks.
- These new associations compete with and block old
associations.
Retroactive: new material presented after old material has
been learned interferes with recall of old material
Proactive: material learned prior to new material interferes
with learning of new material
Blocking
7 Sins of Memory 3. Blocking: ____
__ and associative networks: what is stored?
- trace strength/accessibility
- motivation, ability, opportunity and # of links activated
- strong vs weak links
Blocking: retrieval
7 Sins of Memory 3. Blocking: ____
Happens with most unfamiliar brands
- incrases as smiley of content increase
- “credit” will be given to the most familiar brands
Subtypes:
- tip of the tongue effect
- ugly sisters effect
- part cue-ing
Blocking: interference
7 Sins of Memory 4. _____
Three types of memory confusion
- Source confusion: remembering a fact and forgetting the sources
- Feelings of familiarity: confusing feelings of familiarity with fame, confidence, liking, and truth
A) Mere exposure and truth effect - False memories: the tendency to remember terms or events that never happened
A) In interview you can make someone think that an OJ tastes better because of the words you use to describe it
Misattribution
7 Sins of Memory 5. _____
Misleading questions and suggestions can lead to memory distortion
Advertising can produce memory distortions: eg. After tasting bland OF, consumers are more likely to misremember the juice as flavorful after seeing an ad suggesting the product is flavorful
Suggestibility
7 Sins of Memory 6. _____
Ambiguous product experiences are open to multiple interpretations
○ Prior beliefs can bias current beliefs and experiences ○ Current beliefs can bias memory for prior beliefs
- Confirmation bias
Bias
7 Sins of Memory 7. _____
- Not forgetting things that we want to forget
- Traumatic events
- Earworm or “stuck song syndrome”
- Traumatic events
Persistence
Take-aways: ____
Develop messages that match capacity level of
consumers’ STM
Enhance message presentation by using vivid
or visual information as well as verbal info
Construct messages inconsistent with
consumer schemas
Create promotional material with distinctive
characteristics in order to minimize
interference from competing material
memory
Interruptions in ads can enhance recall
Take- aways: ____
For rapid awareness, high frequency (burst
strategy).
For best memory in long term, pulsing strategy
Don’t bury key product info in middle of
commercial (recency/primacy)
For low involvement, repetition can be powerful
Encourage consumers to elaborate on your
message, especially re. self
Memory
