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
