MGMC02 Memory and Retrieval Chapter7 What is memory? Con
MGMC02 Memory and Retrieval Chapter7 What is memory? Consumer memory: A personal storehouse of knowledge about products and services shopping and consumption experiences Retrieval: The process of remembering or accessing what we have stored in memory What are the types of memory? Sensory Memory: Sensory experiences stored temporarily in memory Type: Echoic Memory: Very brief memory of what we hear Iconic Memory: Very brief memory of what we see Characteristics: Stored in actual sensory form like sound Shortlived, if motivated => STM Shortterm Memory (STM): Definition: the portion of memory where incoming information is encoded or interpreted in light of existing knowledge Discursive processing: The processing of information as words Imagery processing: The processing of information in sensory form Character: Limited: only a few items will be remembered Short lived MI: Imagery processing can Affect liking and choice Stimulate memories of past experiences Affect evaluation: how much information we can process Affect satisfaction
Longterm Memories (LTM):
Definition: The part of memory where info is placed for later use; Permanently stored knowledge Autobiographical (Episodic) Memory: Knowledge we have about our experiences and ourselves Affect decisionmaking Promotes empathy/ identification Cueing/ preserving Reinterpreting Semantic: Concepts, definitions How memory is enhanced? Chunking => summarize info Rehearsal: active review of material => jingles, slogans Recirculation: simple repetition => repetition, low MAO Elaboration: deeper level processing => unexpected, novel stimuli Retrieval and the Organization of Longterm Memory: The semantic (associative) network: Trace strength: how accessible the concept is Spreading of activation: one concept to another Retrieval failures: Decay: weakening over time Interference: confusion due to aligned semantic network Primacy and Recency: Remember the first and the last Retrieval errors: Memory subject to distortion or confusion Types of Retrieval: Explicit Memory: Involves active attempts to remember, via: Recognition, Recall Implicit Memory: Memory of things without any conscious attempt at remembering them Retrieval for Marketers: Communication objective: increase recall, recognition Affects consumer choices: Relates to advertising effectiveness: measurement Consumer segments: old consumers tend to forget Enhancing Retrieval:
Stimulus Salience: bright, big, complex, moving Prototypically: pioneer in a category Redundant cues: convey consistent info in different ways Processing Dual coding: in both pictures and words Messages processed via imagery are better remembered than discursively Since imagery creates more associations Consumer characteristics Mood: positive and consistency Experts: have more interconnected associative networks
Longterm Memories (LTM):
Definition: The part of memory where info is placed for later use; Permanently stored knowledge Autobiographical (Episodic) Memory: Knowledge we have about our experiences and ourselves Affect decisionmaking Promotes empathy/ identification Cueing/ preserving Reinterpreting Semantic: Concepts, definitions How memory is enhanced? Chunking => summarize info Rehearsal: active review of material => jingles, slogans Recirculation: simple repetition => repetition, low MAO Elaboration: deeper level processing => unexpected, novel stimuli Retrieval and the Organization of Longterm Memory: The semantic (associative) network: Trace strength: how accessible the concept is Spreading of activation: one concept to another Retrieval failures: Decay: weakening over time Interference: confusion due to aligned semantic network Primacy and Recency: Remember the first and the last Retrieval errors: Memory subject to distortion or confusion Types of Retrieval: Explicit Memory: Involves active attempts to remember, via: Recognition, Recall Implicit Memory: Memory of things without any conscious attempt at remembering them Retrieval for Marketers: Communication objective: increase recall, recognition Affects consumer choices: Relates to advertising effectiveness: measurement Consumer segments: old consumers tend to forget Enhancing Retrieval:
Stimulus Salience: bright, big, complex, moving Prototypically: pioneer in a category Redundant cues: convey consistent info in different ways Processing Dual coding: in both pictures and words Messages processed via imagery are better remembered than discursively Since imagery creates more associations Consumer characteristics Mood: positive and consistency Experts: have more interconnected associative networks
