Session 14: Basics of Consumer Memory Flashcards
What are the types of memory?
- Sensory memory
- Short Term memory
- Long term memory
Information lost if not encoded
Sensory and short term memory –> Selective attention
Sensory Memory
- Information that comes in through our senses
- Information stored in its sensory form
- Very short-lived: last only a couple of seconds
- If not processed further, we lose it
Iconic memory
Sensory memory - things we see (visual)
Echoic memory
Sensory memory - things we hear (auditory)
Short- Term Memory (STM)
- Also called working memory
- Integrate incoming information 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
- 20-30 seconds without intervention
Long-Term Memory (LTM)
- Permanently stored knowledge with unlimited capacity
Long-Term Memory (LTM): Autobiographical (episodic) memory
Knowledge about ourselves and experiences (personally relevant)
Long-Term Memory (LTM): Semantic memory:
Knowledge about the object and its properties
Glad
Episodic memory in creating identification with situation - broken garbage bags with heavy trash
Holiday Inn “towel Amnesty Day”
Episodic Memory Evoking Nostalgia
“The towel came home with us along with lasting memories of once in a lifetime trip to GKTW.”
Ways to improve memory?
- Rehearsal: Actively review material to remember it
- Re circulation: Low involvement
- 6x rule of thumb for remembering
- Familiarity = likability - Chunking
- Dual encoding
- Elaboration
Audi
Recirculation - 4 key rings on their 4 values
Chunking
- Separation of numbers (phone numbers)
- ESPN Entertainment and sports network
- CNN Cable News Network
- AFLAC American Family Life Assurance Company
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)
The ultimate driving machine
BMW
The best a man can get
Gillette
Give me a break, give me a break, break me off a piece of that
Kit Kat
The best part of waking up is .. in your cup
Folgers
Once you pop you can’t stop
Pringles
These slogans and jingles use the method of __________ to enhance our memory (there are ‘two’ correct answers).
Dual Encoding
Ways to improve memory
Elaboration
- Relating information to prior knowledge and past experiences ( could be more enduring than rehearsal!)
- Processing info at a deeper level
- Unexpected or novel ads
Frontline at the Mall
Elaboration for novel or unexpected stimuli
Pedigree with dog stuck
Elaboration for novel or unexpected stimuli
How is Long-Term Memory Organized?
Associative (semantic) network model of long-term memory
- Nodes
- Associative links
- Trace Strength
- Spreading activation
Nodes
Contains concepts and beliefs, sensory images, feelings, and events
Associative links
Connect the nodes & are created through knowledge and experience
Trace strength
The stronger the trace is, the more accessible it becomes
Spreading activation
Retrieving one concept spreads to the retrieval of a related concept
Increase Strength of Associations with
Other Concepts
- Increase repetition of association
- Build links to usage situations
- Reduce number of concepts at the same level (fan level)
Apple Ipod
Increase repetition of association - people dancing with ipod
Coca Cola
Building associations with usage situations
- For the party
- Coke knows no season
- Feeling fit
Got Milk
Usage situation
- Pairs with Oreos and cookies
- Heaven or Hell
The Fan Effect
Interference among competing associations to a concept. The more links, the less activation for each one (and slower)
James Bond
Negative Fan Effect
- There are so many different actors for James Bond that it is hard to associate with just one
Starbucks
Negative Fan Effect
- Too many products - goes against the brand of good coffee
Associative network reflects how our _______ memory is organized in our brain.
Long-term
A marketing researcher asked you “Do you remember seeing any ad while watching American idol last night?” Which type or memory measurement tool do you think s/he has adopted?
Unaided Recall
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)
What are the two types of explicit memory retrieval?
- Recall
2. Recognition
Implicit Memory
Memory for things without any conscious attempt at remembering them
Which of the brands do you remember not appearing in this music video?
L’Oreal
