W6: Memory Flashcards
What is Memory?
Memory is a storehouse of knowledge about products, services and consumption experiences.
How do you classify Memory Types?
Sensory (<1 second)
Short Term Memory (working memory, <1 min)
Long-Term Memory
- Explicit/Conscious –> declarative memory which is facts and events (episodic, semantic)
- Implicit/Unconscious –> procedural (skills and tasks)
What are the two memory processes?
- External Input
Encoding
Storage
Retrieval - Sensory Memory –> Attention –>
Short-Term Memory –>
Elaborative Rehearsal –>
Long-Term Memory
What are the different types of processing in short-term memory?
- Imagery Processing: the various visual representations of processing (e.g. visual/auditory)
- Discursive/Semantic Processing (e.g. processing of words)
- Chunking (e.g. combining small pieces of information into larger ones)
How do you most effectively affect short term memory?
Principles of Attention (e.g. repetition, background contrast, novelty, concreteness)
In long-term memory, how is knowledge structured?
- Nodes
- Links
- Propositions
- Schemas
Why is it important to have good organization/associative networks?
The Organization Principle (the better organized memory is, the easier the retrieval)
What affects retrieval?
- Enhanced by pioneering OR typical status of a brand
- Spacing of message
- Program context on broadcast media (e.g. better liked programs, better fit between ad and context, continuous programming)
- Encoding-specificity theory (state dependence)
- if cues present at time of encoding are also present at the time of retrieval, memory is enhanced.
How does retrieval failure happen?
- Decay
- Interference (proactive and retro-active)
- Part-list cueing
- Exposure to part of a list can inhibit recall of the rest of the list.
How to make bad memories fade?
Overwhelm those links with more powerful links (e.g. associative interference)
What causes memory lapses/errors?
- Illusion of truth effect
- what is true is familiar, so repeating a faslehood can make it seem true - Memories of past experiences (peak experience more memorable than average experience)
How do you measure Memory?
Explicit
- free/uncued recall
- cued recall/recognition
Implicit
- perceptual fluency (ability to recognize physical features)
- measured by response latency
Why is retrieval relevant for marketers?
- May be the primary communicative object
- May affect consumer choices
- esp for low effort decisions
- esp in memory-based decisions - Advertising recall does not necessarily enhance brand choice
- Effective advertising will activate elaboration, strengthening the links in memory.
How can we enhance memory?
- Chunking
- Rehearsal
- Recirculation
- Elaboration
