memory and knowledge
- 2. A Model of Information Processing Exposure, Attention Perception Understanding Outcome: Attitudes sensations information Memory / Prior Knowledge Individual Consumer Environmental Characteristics Stimuli beliefs
- 3. 3 Exhibit 4.1: Chapter Overview -- Memory and Knowledge
- 4. Chapter Overview 4 What Is Memory? What Are the Types of Memory? How Memory Is Enhanced Knowledge Content, Structure and Flexibility Retrieval Failures and Errors How Retrieval Is Enhanced
- 5. Memory and its functions 5 Memory: “Personal storehouse of knowledge” Retrieval: “The process of remembering” Knowledge and Attitudes <--> Memory Memory and Retrieval <--> Decision Making
- 6. Taxonomy of Memory 6 Memory Sensory memory Short-term memory Long-term memory Episodic memory Semantic memory
- 8. Types of Memory Sensory Memory Sensory experiences stored temporarily in memory Short-Term Memory (STM) Where incoming information is encoded Limited: can hold only a few pieces of information at a time Short-Lived: cannot hold information for very long Discursive vs. Imagery Processing Dual-Coding 8
- 9. Types of Memory (cont.) Long-Term Memory (LTM) Where information is permanently stored for later use Autobiographical (Episodic) Memory Past experiences primarily sensory (e.g. images, sounds) Acquisitions, consumption episodes, dispositions etc. Semantic Memory Knowledge about “things” Detach from specific episodes 9
- 10. 10 Explicit or Implicit Explicit Memory Consumers are consciously aware that they remember something Recognition: Determining whether the stimulus has been encountered before Recall:Ability to retrieve information (free recall vs. cued recall) Implicit Memory Consumers are NOT consciously aware that they remember something
- 11. 11 Explicit Memory Recall “Please name all the brands of hamburgers that you can think of…” ----------------------------- ----------------------------- ----------------------------- ----------------------------- ----------------------------- ----------------------------- Recognition “Please check all the brands of hamburgers that you have heard of…” ___ McDonalds ____Triple O’s ____Mos Burger ____Freshness Burger ____Burger King ____Si Sun Fast Food ____KFC ____Monster Burger
- 12. 12 Implicit Memory Free Association ◦ “What is the first word that comes to mind when I mention McDonalds?” Fragment Completion • “Fill in the blanks to make a word.” s _ o _ • Stem Completion • “Fill in the blanks to make a word.” d i s _ _ _
- 13. How Memory Is Enhanced Chunking Grouping items to process them as a unit Rehearsal Actively reviewing information in LTM Recirculation Simple repetition of information within STM Elaboration Processing information more deeply 13 Y=mx+b Y=mx+b Y=mx+b Y=mx+b
- 14. 14 389610578
- 15. Knowledge Content: Schemas 15 The set of associations linked to a concept Schemas We have schemas for everything Places, people, brands, even ourselves! Scripts: sequence of actions
- 17. 17 Associative networks Link Strength: Strength of associations ◦ Stronger link More accessible Spreading of Activation: Remembering one thing from another ◦ Depending on MAO ◦ Priming: Activation outside conscious awareness • Favorability, uniqueness, salience
- 19. 1919 Associative Network McDonald’s Big Mac Fries Tasty Convenient LG5 Burger King Noodles and Congee Cathay Pacific Good service
- 22. Knowledge Content (cont.) 22 Images Brand Image: A set of distinctive associations stored in a brand schema Brand Personality: The set of associations that reflects “human” aspects of the brand Applications Brand Extension: Same brand name, different category – leverage the existing schema Licensing: Sell the rights to your brand name Brand Alliance: Two brand names on one product Repositioning: Changing schemas, images, or personalities Product crisis: brand personality
- 23. Knowledge Structure 23 Taxonomic categorization A system of classification Maximal vs. minimal similarity Properties: Graded and hierarchical Graded structure Category members are different in terms of how well they represent the category
- 24. Prototypes 24 The “best example” of a category Example: Theme park: Canned soup: Cereal: Ketchup: What Affects Prototypicality Maximum shared associations within a category; minimum across categories Frequency of experienced membership Pioneer / first-mover
- 25. Knowledge Structure (cont.) 25 Hierarchical Structure (e.g. Park N Shop) Superordinate Level Basic Level Subordinate Level Correlated Associations Associations that frequently occur together within a schema
- 26. 26 Exhibit 4.6: Hierarchical Structure RESTAURANT S Fast-food, Cafes Western, Japanese McDonalds, Mos Burger
- 27. Knowledge Flexibility Goal-Derived Categories Classifying things together because they satisfy the same goals Different way of categorizing (as opposed to taxonomic categorization) E.g. things to buy for a party Construal Level Theory: high vs. low construal High construal: abstract thinking (e.g. desirability) Low construal: concrete thinking (e.g. feasibility) Factors: time; geographical distance
- 28. Why Consumers Differ in Knowledge Culture (different sets of associations, category members, prototypes, etc.) Level of Expertise (“Ability” to process new information – experts vs. novices)
- 29. Retrieval: Accessing information from the semantic network Retrieval Failures Decay: Weakening of nodes or links over time Sleeper effect: remember the message, but not the source Interference: Signals getting mixed up E.g. similar ads Primacy and Recency Effects Greater memory for information that comes first or last in a sequence Retrieval Errors Memory is subject to distortion and confusion
- 30. 30 Retrieval: Marketing Implications As a communication objective Increase recall of brand name, attributes, benefits, etc. Influencing consumer choices Internal search useful input for attitudes and choice Advertising effectiveness Measures of recognition, recall, persistence Segmentation Segment the customers according to how well they can remember
- 31. 31 How Retrieval Is Enhanced Characteristics of the Stimulus ◦ Salience: e.g. multipage ads ◦ Prototypicality ◦ Redundant cues: information that go together naturally ◦ Medium in which the stimulus was processed What the Stimulus Is LinkedTo ◦ Retrieval Cues: Stimuli that facilitate the activation of memory ◦ Internal cues ◦ External cues: e.g. brand name, logos, packages
- 32. The Geico gecko is a classic example of an effective retrieval cue. Just seeing the little lizard evokes the insurance company’s brand name. Geico has used repetition to ensure that the gecko/Geico link is stored in consumers’ long- term memory.While the message is the same, the execution of the ads changes to prevent habituation and wear-out. 32
- 33. How Retrieval Is Enhanced How a Stimulus Is Processed in STM Imagery processing: processing of information in sensory form Discursive processing: processing of information as words Dual Coding: Imagery + Discursive Processing Consumer Characteristics Mood Expertise 33