Wee_11_Helping consumer remember

Question 1

Three most common sensory used for sensory memory are_

Answer 1

Echonic - hearing
Iconic - Seeing
Olfactory (嗅觉）memory - Smell

Question 2

Nostalgia advertising appeals depends on_

Answer 2

Consumer memories evoke favorable memory in the past.

Question 3

Remembering consist of_

Answer 3

1. 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)
2. Retrieval（恢复）: Learning is only one part of remembering. The other part of remembering is - getting it back out.

Question 4

Three methods to enhance cognitive learning

Answer 4

1. Rehearsal
2. Elaboration （细化）
3. Mental representation

Question 5

What two functions does rehearsal serve for?

Answer 5

1. Helps maintain information in short-term memory.

2. Aids in the transfer of information from short-term memory to…long-term memory.

Question 6

Rehearsal can be described as a form of inner speech

Answer 6

True

Question 7

How to use elaboration function to conduct cognitive learning?

Answer 7

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

Question 8

The amount of elaboration that occurs depends on people’s_

Answer 8

Motivation and ability

Question 9

Definition of mental representation

Answer 9

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’).

Question 10

Two methods to conduct mental representation

Answer 10

1. Dual coding

2. Associative network

Question 11

Dual coding proposes that information can be stored in both SEMANTIC （语义） and VISUAL forms.

Answer 11

True

Question 12

The definition of associative network

Answer 12

Memory nodes containing bits of information are linked to other memory nodes in a series of hierarchical networks.

Question 13

Retrieval definition

Answer 13

The activation of info stored in long-term memory that is then transferred into short-term memory.

Question 14

Successful retrieval depends on_

Answer 14

1. 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）
2. 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）

Question 15

What leads to forgetting from retrieval?

Answer 15

1. Decay theory（时间长了回想不起来）
2. 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）

Question 16

Difference between recall and recognition

Answer 16

1. Recognition requires identifying something as familiar because we’ve seen it before.
2. Recall is more cognitively demanding than recognition.

Question 17

Consumers remember more when they answer aided rather than unaided recall measures.

Answer 17

True

Question 18

Two awareness for consumer recall

Answer 18

Product awareness and advertising awareness

Question 19

Three ways to help consumer to remember

Answer 19

1. Get more attention
2. Set reminder
3. Use retrieval cues （Chinese-visual cues, English-auditory cues).
4. Use reputation
5. Encourage elaboration
6. encourage multiple representation in memory
7. Be consistent
8. Use easy-to-remember stimulus

Question 20

Why company use repetition for product?

Answer 20

Enhance rehearsal of the ad.

Question 21

How to use encourage elaboration to help consumer to remember?

Answer 21

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）.

Question 22

Concrete words and abstract words used for_

Answer 22

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.)

Question 23

What is brand name suggestiveness?

Answer 23

Brand name convey to brand attributes

Question 24

Two types of recall

Answer 24

Unaided (free) recall does not contain any retrieval cues.

Aided (cued) recall provides cues to help someone remember.