pp-chapter 4
TRANSCRIPT
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Memory . . .
. . . affects the exposure, attention,and comprehension stages
. . . allows consumers to anticipate
the stimuli they might encounter
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Multiple-Store Model of
Memory
Three different types of memorystorage:
Sensory Memory
Short-Term Memory
Long-Term Memory
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Sensory memory happens in the preattention
stage where a stimulus is briefly analyzed todetermine if it will receive additionalprocessing.
Short-term memory is where information istemporarily stored while people are activelyprocessing it. Is like RAM in a computer.
Long-term memory is connected to short-
term memory through encoding and retrievalprocesses. Is like the disk drive in acomputer.
Memory works like parallel processors.
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Encoding is the transfer of information
fromshort-termmemory to long-termmemory for permanentstorage.
Retrieval is the processofaccessing
informationstored in long-termmemoryso thatit can be utilized inshort-termmemory.
Retrieval isa constructive process.
Informationinadsreceived afterproduct experience can change theperceptionof the experience.
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Sensory Memory . . .
. . . consistsof firingofnerve cells, short-termin duration,usually less thana
second.
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Short-Term Memory. . .
. . . is thesite whereinformationistemporarily stored while being
processed. Isalso called workingmemory.
Rehearsal issilently repeating information
to encodeitinto long-termmemory. Ifinformationinshort-termmemory isnotrehearsed itis lost within 30 seconds.
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The Limited Capacity of
Short-Term Memory
Millers Lawis therecognition that people can
handle 7 (+/- 2) bitsofinformationata time. In consumer contexts, however, STM is closer to
5 +/- 2 bitsofinformation.
Information Overload describes thesituation
inwhichmoreinformationisreceived thancan be processed inshort-termmemory.
Well illustrated in XEROX 8200 case. Isamajorissuewith engineerswhoknowsystem
thoroughly and know littleabout customers.
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Involvement & Short-Term Capacity
Highinvolvementmakes the consumermorearoused and attentive, expanding theshort-
termmemory capacity to full 7 +/-2 bits.(Caffeinehas thesame effect.)
Lowinvolvement tends tokeep a consumersarousal levels lowso the consumer focuses
relatively littlememory capacity on thestimulus. Under lowinvolvement, whichiscommonin CB contexts, capacity isat 5 +/1bits.
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Time Required to Transfer
Information Is Influenced by .. .
. . . the consumer'sgoal to eitherrecognizeorrecall atask. Itrequiresmoretime to encodeinformationsufficientlyforarecall task.
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Recognitionand Recall Recognition tasksarewheninformationis
placed before the consumer. The goal is to
determineif theinformationhas beenseenbefore.
Recall tasksarewhen the consumermustretrieve theinformation from long-term
memory withoutany prompting. Requiresgreater depthof encoding. Recall impactsthesizeof the considerationset, whichis thesetof product choicesretrieved frommemorythatare deemed satisfactory options.
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Clutteriswhen there
are toomany stimulimaking recall
moredifficult.
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Long-Term Memory
. . . has essentially unlimited capacity tostore
information permanently.
Stored informationis eithersemantic orvisual.Semantic memory dealswith the encoding and
storageofwordsand meanings. Visual dealswith thestorageofimages.
Long termmemory is essentially permanent.
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Relative Superiority ofPicture Versus Word Memory
Visual imagesor pictures tend to bemore
memorable than theirverbal counterparts,especially when thereis low-involvementon thepartof the consumer.
Words thathavehigh-imagery contentare easierto encodeand retrieve thanwords lowinimagery
and concreteness. Wordsand picturesshould beused to complement
eachotherinads.
Verbal material is betterrecalled inhighinvolvement conditions.
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Memory-Control Processes . . .
. . . are themethodsofhandling information
whichmay operateconsciously orunconsciously toinfluence the encoding,placement, and retrieval
ofinformation.
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Retrieval and Response
Generation Response generationiswhena person
developsaresponse by actively
reconstructing thestimulus. Informationreceived after exposure toastimulus (e.g.,ads) canimpactresponse generationof theoriginal stimulus.
Retrieval cues createaresponse by providingameansofassisting theactivereconstructionof thestimulus.
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Consumer Knowledge . . .
. . . is theamountof experiencewith
and informationa personhasaboutparticular productsorservices.
Asknowledgeincreases, a consumer can
thinkabouta productacrossa greaternumberof dimensionsand make finerdistinctions between brands.
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Three Typesof Knowledge:
Objectiveknowledgeis the correctinformationabouta product class thataconsumerhasstored in long-termmemory
Subjectiveknowledgeis the consumersperceptionofwhatorhowmuchheorsheknowsabouta product class.
Knowledgeofothersiswhatinformationaconsumerknowsaboutanother.
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Gestalt Theory ofCognitive
KnowledgeGestalt psychologists believe that biological and
psychological events donotinfluence behavior
inisolationof eachother.
People perceive theinputs from the environmentaspartof the total context.
Focused on theactive, creativenatureof learning
and action. Key idea: wholeis greater thansumof parts.
1 1 3 !
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AssociationistApproaches to
Cognitive Knowledge
Serial learning concernshow people putinto
memory and recall information thatisreceived inasequential manner.
Serial-position effectoccurswhen theorderof presentationofinformationina list
influencesrecall of theinformationin the list. The S-P effectis the basis for thehigher price
paid for book-end adsI.e., adsat thebeginning and end ofa commercial TV break.
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Serial PositionEffect
Position
in series
early Late
Trials
to
Learn
Few
Many
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LawofContiguity
Stimuli thatare experienced together becomeassociated inmemorye.g., Nike-TigerWoods. Called paired associate learning.
Some findings: Make pairs (I.e. stimulus-responsewords) easily
pronounceable, familiar, meaningful.
Usevisual images to linkstimulus-responsewords
together. Remember: negativeassociations canoccur
between productand anotherstimulusattackstyle political adsseek to createsuch
associations foropposing candidates.
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Measuring Semantic Memory
Networks Guided Associations
Thinkof OSU (or youruniversity/college)
Whatare the first threewordsorimagesthat come tomind. (e.g., cowboys, MBAprogram, sports)
Selectoneofwords (e.g., MBA), now thinkof threewordsorimages that youassociatewith MBAprogram, etc.
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Semantic Memory Network:
important forsemiosisanalysis.
OSU
Cowboys MBA Program Sports
Walt Garrison Football Jobs Academics Bball Golf
Dallas Berry Sanders New job Best value Sutton Holder
Drugs Crime class money my daughter winning
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Schemas . . .
. . . areorganized setsof expectationsand associationsaboutanobjects.
Whennewinformationisinconsistentwithaschema, consumers engageinmorediligent processing and, consequently,haveimproved memory about the
stimulus. Can derive fromnetworkanalysis.
Try toinfluencewith communications.
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Forgetting
People forget becauseeven thoughinformationhas been placed in long-termmemory, itmay be
extremely difficult toretrieve. Thisis called a
retrieval failure.
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Interference Processes
Retroactiveinterferenceoccurswhenlater learned material interfereswith
therecall ofinformation learned earlier.
Proactiveinterferenceoccurswhen
earlier learned material interfereswithlearning and recall ofinformationlearned later.
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Thevon RestorffEffect . . . . . . occurswhenahighly uniqueiteminaseriesisrecalled more easily.
Illustrated by absurdisminadvertisements,e.g., theBud frogs.
Alsoillustratesinformationsalience, whichis theidea thatunique, novel, moving,contrasting, colorful, etc. stimuliaremoreeasily encoded and retrieved.
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The ZeigarnikEffect . . .
. . . occursifa task
isinterrupted,material relevant tothe task tends to beremembered. E.g.,
stories thatare cutin themiddle--tasters choice.Bud--frogs
and TastersChoice.
Here, build astoryAbouta person doing
Something difficult, andThenstop just beforeClimax. Will increaseInterestinand recall
Ofstory.
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Timeand Forgetting
Therecall ofverbalinformation
decreasesover time. Rapid forgetting thatoccursimmediatelyafter learning has
beenshown tooccurinadvertising aswell.
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Affectand Memory
Peopleare betterable torecall
information thathas thesameaffectivequality as theirmood state.
Affectrefers to the feelings, emotions, and
moods that consumersmay experience. Mood isa transient feeling state thatoccursinaspecified situationor time.
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Memory and PERMS
Positioning. Thesemantic network & schemaassociated witha brand providesits position.
Environ. Analysis. Usually notrelevant, but canapply in thesenseof examining what competitorsare doing and the clutterof the environment.
Research. Measuresemantic network, schemaand expectations, aided/unaided recall.
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Marketing mix. Use promotion toinfluencesemantic networkandschema, considerrecall & recognitionissuesin
advertising. Consider paired associate learning indeveloping communications, etc. ConsidervonRestorffand Zeigarnik effectsinadvertising.
Develop productnamewith considerationofpaired-associate learning. Considerinformationoverload issuesin product development.
Segmentation. Segmentmarketplace baseduponknowledgeof product category.