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Chapter 4

Chapter 4. Memory and Knowledge . Learning Objectives~ Ch. 4. Distinguish among sensory, working, long-term, implicit, and explicit memory, and explain why marketers must be aware of these different types of memory. Describe how schemas and scripts affect consumers ’ knowledge content.

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Chapter 4

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  1. Chapter 4 Memory and Knowledge

  2. Learning Objectives~ Ch. 4 • Distinguish among sensory, working, long-term, implicit, and explicit memory, and explain why marketers must be aware of these different types of memory. • Describe how schemas and scripts affect consumers’ knowledge content. • Explain how and why the content and structure of knowledge, including associative networks, categories, and prototypicality, are relevant to marketers. • Discuss what memory retrieval is, how it works, and how marketers try to affect it.

  3. Memory • Consumer memory/retrieval • Knowledge, attitudes, & memory • Memory, retrieval, & decision making

  4. Sensory Memory • Echoic—Hearing • Iconic—Seeing • Characteristics

  5. Working Memory • Imagery processing • Discursive processing • Characteristics • Limited • Short lived

  6. Imagery • May help create liking for product • Stimulates memories of experiences • Impact: • Evaluation • Satisfaction

  7. Long-Term Memory • Autobiographical (episodic) • Affects decision making • Promotes empathy/identification • Cueing/preserving • Reinterpreting • Semantic What are some of your childhood memories with brands? Are those brands still in your life?

  8. Types of Memory • Explicit Memory • Consciously aware you remember something • Implicit Memory • Not consciously aware you remember something • Processing fluency

  9. How Memory Is Enhanced • Recognition • Recall • Elaboration

  10. Knowledge Content • Semantic/associative networks • Trace strength • Spreading of activation • Priming

  11. Knowledge Content • Schemas & Associations • Types of associations • Favorability • Uniqueness • Salience • Types of schemas • Images • Scripts

  12. Images • Brand image • Brand’s personality • Brand extension • Licensing • Brand alliance • Protecting brand images

  13. Scripts • Special type of schemas that represent our knowledge of a sequence of actions involved in performing an activity • Helps marketers understand how consumers buy & use an offering • May want consumer to consider brand as part of scripted activity

  14. Knowledge Categories • Graded structure • Position to prototype • Close • Away • Competitive • Retail store & site design • What affects prototypicality? • Correlated associations • Hierarchical structure

  15. Goal-Derived Categories • Goal-derived categories • Things belong in the same category if they fulfill same consumer goal • What are examples of your goal-derived categories? • Construal level • Low-level construal—concrete • High-level construal—abstract

  16. Retrieval for Marketers • Communication objective • Affects consumer choices • Relates to advertising effectiveness • Consumer segments

  17. Retrieval Failures • Retrieval failures • Decay • Interference • Serial position effects • Primacy & recency • Retrieval errors

  18. Characteristics of Stimulus • A stimulus is a cue that triggers something in your memory What are examples of advertising/marketing stimuli? Characteristics of Stimuli: • Salience • Prototypicality • Redundant cues • Medium in which the stimulus is processed

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