memory class notes Flashcards
memory is important for marketing
Measured as indicator of brand equity
Ccm ad→ top of mind
Can measure brand associations too
One way to measure brand strength is through top of mind
Advertising goes into brand equity→ do people remember advertising for brands?
But consumers have poor memory
Ex of the superbowl
People remember the ads but not the source
Marketers called people 3 days after the superbowl and asked what commercials/brands they remembered being advertised
After 45 brands being shown people can only ember 3-4 of the brands
Mauve something to do with super bowl? Maybe the game is so exciting that they dont watch the ads
Brands have also sponsored the olympics, when people are asked what brands are sponsoring it: people don’t remember brand information
Eyewitness identification→ people have low memory for eyewitness identification
Video lecture summary
Memory is important
Brands, people
Memory is flawed
Interference, confirmation, sleeper effect
Memory can be improved
Chunking, retrieval cues, mood, recirculation, imagery
Sleeper effect + repetition + confirmation bias + loss aversion
Remember the message not the source
Rumours don’t depend on who says it
Covid rumours
Repetition: forwarding
Confirmation bias: algorithm
Loss aversion: negative information
Most of these rumours are negative things
brand scandal
Source doesn’t matter, content matters
improve memory
imagery/ visual memory
Infographic summaries of books
Managers can put in retrieval cues→
“ as seen on tv
postcards/ emails
Gratitude journals
there at the time of exposure and there at the time where they want people to remember
As seen on tv are examples of retrieval cues
Costco has sample tables
Want repeat business → people forget if they had a good time, they must remember the good time they had
When i go for a concert → Emails after events → popups saying you went to the show and show pictures of the show
Emails bring pack positive memories → positive memories justify high ticket prices , might motivate consumers
Gratitude journals
Retrieval cues with wiritng
- write down at the end of the day three things that went well during the day→ retrieval cues for good things in your life (counteracts loss aversion, counteracts upward social comparison )
Improved mood
Improved life satisfaction
Control vs experimental group of gratitude journals→ they found if you use it regularly it improves grades, happiness, etc
Types of memory
Sensory, short term, long term
Snensory
Vision, hearing, smell, taste , touch
5 channels of input→ why not use all 5
Open wrd and type something quickly, theres a lag and the sentences come: snensory is that buffer in the mind
short term memory
From sensory goes to short term
Stays in short term for a few mins
Bottleneck
Capacity limitation of short term memory
Experiment with numbers
7+- 2 units of information→ unfamiliar, unrelated
Capacity is more for visual information
Long term memory: two types
autobiographical
semantic
autobiographical
Personal experiences
Marketers should encourage customer participation
Not passive participation rather active participation
People who actively participate will remember the good times more
Easier to retrieve autobiographical memories with pictures
At disney, they have the photographers walking around: its a revenue stream for disney but maybe should give some away for free
Consumers should take as many pictures are possible to remember
negative effects of pictures
Negative effects of picture taking: now people take pictures everywhere and at any moment→ study they ddi says picture is good for memory but bad for the purpose of posting on social media→ people may get stressed and distracted form event
Christmas album study: two groups and have to take a bunch of pics during christmas. One group was told that the pictures were being posted and the other were told that the pics were private. Found that those who thought they were gonna be posted, enjoyed christmas less. More enjoyment when taken for personal
Happens bc social media postibgcreates anxiety and distracts them from enjoying
consumers and phones
put your phone away, use photos taken by marketers
Dot have picture posting goal when taking pictures
Take polaroid camera to event
Appoint a designated picture taker in the group and rotate responsibility for taking pictures
marketers and pictures
Forbid phone camera
have picture taking zones
Provide professional photographers
Use phone locking boxes during the event
advertising
Advertising can influence choice
By conveying brand information before choice
Advertising can influence satisfaction
By setting performance expectations during consumption
Advertising cna influence memory of enjoyment later in time
orange juice and avdetrisinbg
advertising can plant false memories about past product experience
Theory is that if you have a bad experience with orange juice, lets say you see very attractive ads for the brand in the next week, they tested to see if this influenced how people though of the juice like if they decided they actually liked it, theory gave people 3 different choices of orange juice (one had sugar, one had a little vinegar and one had a lot of vinegar) and told people it was new orange juices, then showed people advertisements → then they were asked to think of the first words that came ot mind regarding the taste → even if people wre given the bad orange juice but had seen the advertisements, seeing the ad decreased negative thoughts and increased positive thoughts regarding the orange juice
Confirmation bias
Bad meal→ gonna post a review and you think back, confirmation bias says if you are thinking about one bad thing, will confirm with other bad things
Will think about service, how long you had to wait→ might give bad to these also even if they weren’t actually bad
Gao between experience and posting
Once the experience is posted, there is loss aversion kicking in for those who read it
fix issue of confirmation bias
take memory out of the equation and confirmation bias out→ get people to post a review right away . ex: taking an uber, get a notification right away to give the review of the driver
Methods to encourage positive reviews:
default option, anchoring, social proof
Can use social proof by showing other people’s reviews
When negative reviews happens what should the company do:
they should respond back to the negative reviews
responding to negative reviews
Public response, acknowledge problem → source credibility
Tailored response, not standardized response–< source credibility
Unexpected remedies→ surprise
Report follow up action → surprise
Super memory tecbqniues
Find links
Find features to relate names to
examples pop retrieval cues
as seen on tv
gratitude journals
postcards/ emails
orange juice and implications for marketers
Implications for Marketing
Power of Advertising:
Ads can shape not only current preferences but also reinterpret past experiences, even if they were negative.
Brands can use this to improve perceptions after product failures, provided they launch strong, positive campaigns.
Ethical Considerations:
While effective, this strategy raises questions about manipulating consumer memories and trust. Overuse can backfire if consumers feel deceived.
Practical Application:
This theory explains why rebranding efforts (e.g., new campaigns, packaging) often accompany product relaunches after failures. It’s an attempt to overwrite bad memories with fresh, positive associations.
