Wee_11_Helping consumer remember Flashcards
Three most common sensory used for sensory memory are_
Echonic - hearing
Iconic - Seeing
Olfactory (嗅觉）memory - Smell
Nostalgia advertising appeals depends on_
Consumer memories evoke favorable memory in the past.
Remembering consist of_
- Cognitive learning: getting information into memory. Occurs when info processed in short-term memory is stored in long-term memory. (put short-term memory to long term memory)
- Retrieval（恢复）: Learning is only one part of remembering. The other part of remembering is - getting it back out.
Three methods to enhance cognitive learning
- Rehearsal
- Elaboration （细化）
- Mental representation
What two functions does rehearsal serve for?
- Helps maintain information in short-term memory.
2. Aids in the transfer of information from short-term memory to…long-term memory.
Rehearsal can be described as a form of inner speech
True
How to use elaboration function to conduct cognitive learning?
Creating new links between stored old memory and new memory so that people can integrate stimulus and existing knowledge.
For example, use birthday to remember license plate; creating password by connecting to some stimulus
The amount of elaboration that occurs depends on people’s_
Motivation and ability
Definition of mental representation
Stimuli may be stored in same form in which they appear, or transformed (eg: the price of a dress may be remembered as $200 or as ‘expensive’).
Two methods to conduct mental representation
- Dual coding
2. Associative network
Dual coding proposes that information can be stored in both SEMANTIC （语义） and VISUAL forms.
True
The definition of associative network
Memory nodes containing bits of information are linked to other memory nodes in a series of hierarchical networks.
Retrieval definition
The activation of info stored in long-term memory that is then transferred into short-term memory.
Successful retrieval depends on_
- Strength of memory trace of the to-be-remembered information (eg: names of family members, SS#, home phone no. etc.) （记住事物的方式和强度）
- The number and strength of linkages between the to-be-remembered item and other memory nodes. (eg: a product that has a strong relationship with a celebrity spokesperson. Thinking about the celebrity will facilitate retrieval of the product & vice versa). （记住事物的数量）
What leads to forgetting from retrieval?
- Decay theory（时间长了回想不起来）
- Inference theory - Failure to retrieve something which has not faded from memory is attributable to ‘interference’.（外界干扰，导致回想不起来）
Difference between recall and recognition
- Recognition requires identifying something as familiar because we’ve seen it before.
- Recall is more cognitively demanding than recognition.
Consumers remember more when they answer aided rather than unaided recall measures.
True
Two awareness for consumer recall
Product awareness and advertising awareness
Three ways to help consumer to remember
- Get more attention
- Set reminder
- Use retrieval cues （Chinese-visual cues, English-auditory cues).
- Use reputation
- Encourage elaboration
- encourage multiple representation in memory
- Be consistent
- Use easy-to-remember stimulus
Why company use repetition for product?
Enhance rehearsal of the ad.
How to use encourage elaboration to help consumer to remember?
Using self-referencing: involves relating a stimulus to one’s own self and experiences （在广告中用“你”“你的”加强消费者的参与感）.
Concrete words and abstract words used for_
Easy-to-remember stimulus. Concrete words like tree, dogs, easy to visualize; While abstract words such as democracy or equality) are more difficult to represent visually (eg: Brand names: WD-40, Nuprin, Prius, etc.)
What is brand name suggestiveness?
Brand name convey to brand attributes
Two types of recall
Unaided (free) recall does not contain any retrieval cues.
Aided (cued) recall provides cues to help someone remember.
