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Memory

Memory. The persistence of learning over time Retrieval: The process of remembering or accessing what was previously stored. Sensory Working (WM)—encoded and kept for further use Long Term Memory (LTM) Episodic (autobiographical) memory Semantic memory. More Memory Issues.

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Memory

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  1. Memory • The persistence of learning over time • Retrieval: The process of remembering or accessing what was previously stored • Sensory • Working (WM)—encoded and kept for further use • Long Term Memory (LTM) • Episodic (autobiographical) memory • Semantic memory

  2. More Memory Issues • Implicit vs. explicit • Memory enhancement • Recognition • Recall • Elaboration • Some communication strategies to enhance memory • Chunking • Rehearsal • Recirculation • Elaboration

  3. Knowledge • Information already learned and stored • Knowledge structure: How knowledge is stored and organized • Schema: Associations between entities (e.g., brands, product categories, experiences) • Associative Network of Knowledge—knowledge elements—when accessed--trigger other elements • Priming: Increased sensitivity to associations due to prior implicit memory

  4. Specific Schemas • Brand image: associations with the brand • “Brand Personality:” The way the brand would have been described if it were a person (anthropomorphism)—e.g., • Sincerity • Competence • Ruggedness

  5. Associate Network of Knowledge SANDWICH MITT ROMNEY PEANUT BUTTER FAT PEANUTS REPUBICAN PARTY ELEPHANT 7 BLIND MEN TRUNK ZOO GIRAFFE MEDICINE TIGER

  6. Scripts • Knowledge of steps needed to carry out an activity • Make it easier to carry out routine activities with limited conscious involvement • For novel or infrequent experiences, lack of a script can make these difficult • Practical implications • Inclusion of specific brand names as defaults (e.g., for oil change, drive to Jiffy Lube which will use Pennzoil when changing your oil and filter) • Advertisements to make an activity easier

  7. Categorization • Taxanomical structure where exemplars are organized into categories • Levels • Superordinate • Basic • Subordinate • Category members (exemplars) • In general, the basic category level is recognized faster than superordinate and subordinate

  8. Graded Structure • Some exemplars are “better” examples of category than others • E.g., for the category of dog, a Germen Shepherd is a better example than a Yorkshire Terrier • Better examples are retrieved more easily

  9. Prototypicality • The “perfect” example • May not correspond with reality • Often more abstracted (simplified)

  10. Blurring of product category and brand name distinctions • Some commonly used category descriptors and verbs not intended to refer to the specific brand • Xerox (photo copy) • Kleenex (facial tissue) • To “FedEx” a package (possibly with another carrier) • Implications of brand name misuse • Possible loss of trademark protection in extreme cases (“genericide”) • Default choice in the product category • Positioning against the prototype

  11. Knowledge flexibility • Goal derived categories--e.g., • Things to eat and do while on a diet • Baby care items • Construal level: The generality or specificity with which a goal is described • Influences on categorization • Culture (“Women, fire, and dangerous things”) • Expertise

  12. Memory and retrieval • Sources of failure • Decay (knowledge has been left unaccessed for a long period of time) • Geographical directions • Lock combinations • Foreign languages • Activities and associated needs (including brand information) • Interference • Proactive: Existing knowledge interferes with learning new info • Retroactive: New knowledge dominates over earlier knowledge • Timing • Primacy • Recency • Retrieval errors

  13. Stimuli Characteristics and Memory • Some stimuli are better remembered • Salience • Prototypicallity • Redundancy • Medium of processing (combination of sensory input) • Retrieval cues • Stimuli that facilitate activation of memory • Situations (goals) • Colors and shapes • Fit with product function (e.g., Mr. Clean)

  14. Consumer characteristics and memory • Mood (congruence) • Expertise

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