Consumer Memory

1. Consumer Memory

2. CONSUMER MEMORY

3. Perception of Information Direct experience (trial) Indirect experience (advertising, WOM, coupons) Short Term Sensory Register (sight, sound, smell, taste, touch) Attention Retrieval • Long-Term Memory • Inactive Information • Attitudes • Schemas • Experiences • Facts • Short-Term Memory • working memory • active Information • conscious awareness Encode • Response • Judgment • Choice Consumer Memory Systems

4. Properties of Short-Term and Long-Term Memory Capacity Duration Information Loss Short-Term Memory Long-Term Memory

5. Marketing Challenge 1: Store It!STM --> LTM • Chunking • Rehearsal • Elaboration • Recirculation

6. Evidence for Permanence of Long-Term Memory SAVINGS AND LEARNING STUDIES: Relearning something you forgot is easier than learning it the first time. Why Retrieval Failure (Why do we forget??) AVAILABILITY VS. ACCESSIBILITY

7. Marketing Challenge 2: Retrieve it!LTM --> STM • Organization Principle: if the info-to-be-remembered can be grouped together in LTM based on some meaningful relationship, memory for the individual pieces will be enhanced • Encoding Specificity Principle: memory for info is enhanced when the retrieval context matches the encoding (storage) context

8. Does the Encoding Context Match the Retrieval Context? Encoding Context Retrieval Contexts

9. Marketing Challenge 2: Retrieve it!LTM --> STM • Organization Principle: if the info-to-be-remembered can be grouped together in LTM based on some meaningful relationship, memory for the individual pieces will be enhanced • Encoding Specificity Principle: memory for info is enhanced when the retrieval context matches the encoding (storage) context • Association Principle: each idea or concept in memory is represented as a node and each node is connected to other nodes by links referred to as associations. • Memory is an associative network • Retrieval occurs via spreading activation

10. Nodes Links SPREADINGACTIVATION Drugs Blood Party Miller Beer Hospital Death Bud Drinking & Driving Vodka Fred Jail Mustang Lawyer

11. Progresso Implications of Associative Network • Strength of link • Number of links Red can Swansons Get warm Soup Campbells Whole meal Progresso Ingredient

12. Factors Inhibiting Retrieval • Decay • Interference “Darn it! Where did I put my peanuts?”

13. Types of Retrieval • Explicit memory • Implicit memory

14. Explicit Memory: Attentional Focus at Encoding - Ad Retrieval Process - Effortful Search Measured By - Ability to Recall/Recognize Awareness - At Encoding and Retrieval

15. Implicit Memory: Attentional Focus at Encoding - Ad Retrieval Process - Spontaneous Measured By - Change in task performance Awareness - At Encoding, Not Retrieval

16. WHY SHOULD WE CARE ABOUT IMPLICIT MEMORY ?

17. Experimental Group 12 ads + 12 distracters 1 week 15 min Explicit test Implicit test Explicit test Implicit test

18. Imperial Crystal

19. Explicit Test Think back to the ads we showed you previously and for each product written below, circle the brand name that was advertised for that particular product: Crystal: Imperial Royal

20. Implicit Test There are two potential brand names listed next to a number of products. For each product, based solely on the brand name, circle the brand you would choose to purchase. Crystal: Imperial Royal

21. EXPLICIT MEMORY RESULTS * .78 Mean Proportion of Target Brands Correctly Recognized 50% (Chance) .43 1 week 15 min * Statistically greater than baseline

22. IMPLICIT MEMORY RESULTS Mean Proportion of Target Brands Chosen * 69% * 65% 48% (Baseline) 1 week 15 min * Statistically greater than baseline

23. FORGETTING • Why is Forgetting Important? • Parking • Phone numbers • Change in product positioning • Change in how product is used