Consumer Memory

1. Consumer Memory

2. Outline • The multiple store model of memory • Memory structures • Memory processes • Short-term memory • Encoding, storage, and retrieval • Consumer behavior applications • Long-term memory • Encoding, storage, and retrieval • Consumer behavior applications

3. THE MULTIPLE-STORE MODEL OF MEMORY SHORT-TERM MEMORY LONG-TERM MEMORY SENSORY REGISTERS encoding into LTM S • storage of • declarative knowledge • episodic • semantic • procedural knowledge encoding into STM sight sound touch taste smell S S retrieval from LTM storage through maintenance rehearsal retrieval from STM Response

4. Memory structures and processes

5. Structure of the memory system • sensory registers: momentary lingering of sensory data after stimulation has ceased; • short-term memory: brief retention of a limited amount of sensory data that have been attended to and assigned meaning; • long-term memory: relatively permanent repository of information;

6. Memory processes • encoding: establishment of memory representations; • storage: retention of memory representations over time; • retrieval: recovery of memory representations;

7. Short-term, working, or active memory • encoding: selective attention as a filter which determines what gets transferred from the sensory registers into STM; • storage: • transient character of STM (maintenance rehearsal to keep information active); • limited capacity of STM (can be increased through chunking); • retrieval: usually not a problem because information is already active;

8. Long-term memory • encoding: establishment of new associations through elaborative rehearsal [cf. Lutz and Lutz]; • storage: memory as a network of associations (nodes and links); importance of brand knowledge; • retrieval: • transfer of information to STM through spreading activation; depends on strength of activation of source node, strength of associations between source node and other nodes, and number of competing paths [cf. Burke and Srull]; • importance of good retrieval cues [cf. Keller]; • use of recognition (discrimination) and recall (reproduction) as measures of retrieval;

9. Advertising imagery (Lutz and Lutz) • Ss had to learn to associate unfamiliar company or brand names with a product or service; • the interactive imagery group saw 24 different brand-product pairs (12 with picture interaction and 12 with letter accentuation); the corresponding control group only saw the word pairs; • the noninteractive imagery group saw 24 brand-product pairs (12 with brand pictures and 12 with product pictures); the corresponding control group only saw the word pairs; • cued recall of brands based on product class as the dependent variable;

10. Interactive imagery Rocket Messenger Service Picture interaction • Experimental • Control Letter accentuation • Experimental • Control Rocket Messenger Service [No picture] Dixon Crane Co. Dixon Crane Co. [No picture]

11. Non-interactive imagery O’Bear Abrasive Saws Brand imagery • Experimental • Control Product imagery • Experimental • Control O’Bear Abrasive Saws [No picture] Henneman Security & Patrol Service Henneman Security & Patrol Service [No picture]

12. Advertising imagery (cont’d) picture interaction: experimental 6.53 control 3.67 letter accentuation: experimental 2.29 control 1.72 brand imagery: experimental 3.21 control 2.78 product imagery: experimental 1.74 control 2.44 Interactive imagery: experimental 8.82 control 5.39 Noninteractive imagery: experimental 4.95 control 5.22

13. In-class exercise: Advertising imagery Find a print ad that encourages vivid imagery (through the use of imagery instructions, concrete words rich in imagery, or pictures) to help you remember the brand or information about the brand contained in the ad. What specific features make the ad memorable?

14. Information stored in LTM • episodic memory (autobiographical knowledge) e.g., when was the last time you spent a romantic evening with someone, and where? • semantic memory (general world knowledge) e.g., can you recognize the Coors logo? what product does Anhaeuser-Busch sell? • procedural memory (skill knowledge) e.g. how does one use an ATM machine, buy a subway ticket?

15. Illustration of spreading activation BMW 135i VW R32 German fun to drive Sporty Cars all-wheel drive impressive acceleration excellent handling Chevy Cobalt SS Subaru Impreza WRX

16. Ad repetition and competitive interference(Burke and Srull) • Ss were exposed to 22 magazine ads and where asked to judge the interest value of the ads; • repetition of the target ad was varied at 1, 2, or 3 exposures (positions 14, 9 & 14, or 4, 9 &14); • competitive interference at levels of 0, 1, 2, or 3 was manipulated through the inclusion of ads for brands in the same product class as the target ad (positions 20, 16 & 20, and 12, 16 & 20); • after an interpolation task cued recall with brand name and product class;

17. claims recalled interference level 0 4 3 interference level 1 2 interference level 2 1 interference level 3 repetition 1 2 3 Ad repetition and competitive interference (cont’d)

18. Effects of advertising retrieval cues (Keller) • Ss were exposed to 12 ads for 4 product categories (cereals, laundry detergents, etc.); in each category there was a target ad with a photo and two main product claims; • for two product categories ad interference was low (1 competing ad), for two it was high (3 competing ads); • after a distraction task, Ss were shown mock package fronts of the target products and asked to recall the two product claims; depending on the retrieval cue condition, Ss were given only brand name and product category cues (ad cue absent) or also a small reproduction of the ad photo and the ad headline (ad cue present);

19. claims recalled low interference 1.00 high interference 0.75 0.50 ad cue absent ad cue present Effects of advertising retrieval cues (cont’d)