Final Project
Futebolamo
MAR3503CH4.pptxChapter 4
Memory and Knowledge
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© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Objectives
Distinguish among sensory, working, long-term, implicit, and explicit memory, and explain why marketers must be aware of these different types of memory
Explain how and why knowledge content and structure, including associative networks, categories, schemas, scripts, and prototypicality, are relevant to marketers
Discuss what memory retrieval is, how it works, and the ways in which marketers can try to affect it
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Consumer Memory
Persistence of learning over time, via storage and retrieval of information, either consciously or unconsciously
Retrieval: Process of remembering or accessing what was previously stored in memory
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Memory
What are some of your childhood memories with brands? Are those brands still in your life?
| Sensory memory | Working memory | Long-term memory |
| Echoic memory - Hearing | Incoming information that is encoded or interpreted with existing knowledge or kept available for more processing | Information is permanently stored for later use |
| Iconic memory - Seeing | Forms of information processing consist of imagery processing and discursive processing | Episodic (autobiographical) memory: Knowledge about oneself and his or her personal, past experiences |
| Olfactory memory - Smelling | Limited and short-lived | Semantic memory: General knowledge about an entity, detached from specific episodes |
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Implications of Imagery Processing for Marketers
Imagery
Improves the amount of information that can be processed
Stimulates future choice
Realistic imagery improves consumer satisfaction
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Effective Use of Episodic Memory
Promoting empathy and identification
Cueing and preserving episodic memories
Reinterpreting past consumption experience
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Types of Memory
Consumers are consciously aware that they remember something
Explicit memory
Consumers are not consciously aware that they remember something
Leads to processing fluency
Implicit memory
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Expression of Explicit Memory
Recognition: Identifying whether individuals have previously encountered a stimulus when reexposed to the stimulus
Recall: Ability to retrieve information about a stimulus from memory without being reexposed to the stimulus again
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Techniques to Enhance Memory
Chunking - Group of items that are processed as a unit
Rehearsal - Active and conscious interaction with the material one is trying to remember
Recirculation - Encountering information repeatedly
Elaboration: Transferring information to long-term memory by processing at deeper levels
Why are these techniques important for marketers to understand?
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Knowledge Content: Schema
Set of associations or associative network linked to a concept in memory
Spreading of activation: Retrieving a concept or association spreads to the retrieval of a related concept or association
Priming: Increased sensitivity to certain concepts and associations due to prior experience based on implicit memory
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Knowledge Content: Schema (continued)
Dimensions of associations include favorability, uniqueness, and salience
Specific schemas
Brand image: Captures what a brand stands for and how favorably consumers view it
Brand personality: Set of associations that reflect a brand’s personification
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Exhibit 4.4 - Brand Personality Framework
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Marketing Implications of Brand Images and Personality
Creation
Brand extension: Using the brand name with a well-developed image on a product in a different category
Maintenance
Change
Protection
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Categories
Taxonomic category: Classification of objects in memory in an orderly way based on their similarity
Graded structure and prototypicality
Hierarchical structure
Correlated associations
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Exhibit 4.6 - Taxonomic Category Structure
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Knowledge Flexibility
Goal-derived categories: Things viewed as belonging in the same category as they fulfill same goals
Construal level theory: Describes:
Different levels of abstractness in associations that a consumer has about things
How a consumer's psychological distance influences abstractness of associations and his or her behavior
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Why Consumer Knowledge Differs
Culture affects how associations are correlated
Expert consumers:
Have rich associative network
Have more graded and refined taxonomy
Exhibit high flexibility in activating suitable associations
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Retrieval Failures
Decay: Weakening of memory strength over time
Interference: Strength of a memory deteriorates over time because of competing memories
Serial-position effects
Primacy and recency effect: Tendency to show greater memory for information that comes first or last in a sequence
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Memory and Retrieval
Memory can be subject to:
Selection
Confusion
Distortion
Enhancing retrieval
Characteristics of the stimulus
What the stimulus is linked to
Way the stimulus is processed
Consumer characteristics
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Characteristics of Stimulus
Salience
Prototypicality
Redundant cues
Medium in which the stimulus is processed
What are examples of advertising/marketing stimuli?
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Linking Stimulus: Retrieval Cues
Brand name
Logos
Package
Images
Familiar branding and typefaces
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