pp-chapter 4

8/7/2019 pp-chapter 4

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Memory . . .

. . . affects the exposure, attention,and comprehension stages

. . . allows consumers to anticipate

the stimuli they might encounter


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Multiple-Store Model of

Memory

Three different types of memorystorage:

Sensory Memory

Short-Term Memory

Long-Term Memory


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Sensory memory happens in the preattention

stage where a stimulus is briefly analyzed todetermine if it will receive additionalprocessing.

Short-term memory is where information istemporarily stored while people are activelyprocessing it. Is like RAM in a computer.

Long-term memory is connected to short-

term memory through encoding and retrievalprocesses. Is like the disk drive in acomputer.

Memory works like parallel processors.


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Encoding is the transfer of information

fromshort-termmemory to long-termmemory for permanentstorage.

Retrieval is the processofaccessing

informationstored in long-termmemoryso thatit can be utilized inshort-termmemory.

Retrieval isa constructive process.

Informationinadsreceived afterproduct experience can change theperceptionof the experience.


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Sensory Memory . . .

. . . consistsof firingofnerve cells, short-termin duration,usually less thana

second.


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Short-Term Memory. . .

. . . is thesite whereinformationistemporarily stored while being

processed. Isalso called workingmemory.

Rehearsal issilently repeating information

to encodeitinto long-termmemory. Ifinformationinshort-termmemory isnotrehearsed itis lost within 30 seconds.


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The Limited Capacity of

Short-Term Memory

Millers Lawis therecognition that people can

handle 7 (+/- 2) bitsofinformationata time. In consumer contexts, however, STM is closer to

5 +/- 2 bitsofinformation.

Information Overload describes thesituation

inwhichmoreinformationisreceived thancan be processed inshort-termmemory.

Well illustrated in XEROX 8200 case. Isamajorissuewith engineerswhoknowsystem

thoroughly and know littleabout customers.


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Involvement & Short-Term Capacity

Highinvolvementmakes the consumermorearoused and attentive, expanding theshort-

termmemory capacity to full 7 +/-2 bits.(Caffeinehas thesame effect.)

Lowinvolvement tends tokeep a consumersarousal levels lowso the consumer focuses

relatively littlememory capacity on thestimulus. Under lowinvolvement, whichiscommonin CB contexts, capacity isat 5 +/1bits.


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Time Required to Transfer

Information Is Influenced by .. .

. . . the consumer'sgoal to eitherrecognizeorrecall atask. Itrequiresmoretime to encodeinformationsufficientlyforarecall task.


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Recognitionand Recall Recognition tasksarewheninformationis

placed before the consumer. The goal is to

determineif theinformationhas beenseenbefore.

Recall tasksarewhen the consumermustretrieve theinformation from long-term

memory withoutany prompting. Requiresgreater depthof encoding. Recall impactsthesizeof the considerationset, whichis thesetof product choicesretrieved frommemorythatare deemed satisfactory options.


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Clutteriswhen there

are toomany stimulimaking recall

moredifficult.


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Long-Term Memory

. . . has essentially unlimited capacity tostore

information permanently.

Stored informationis eithersemantic orvisual.Semantic memory dealswith the encoding and

storageofwordsand meanings. Visual dealswith thestorageofimages.

Long termmemory is essentially permanent.


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Relative Superiority ofPicture Versus Word Memory

Visual imagesor pictures tend to bemore

memorable than theirverbal counterparts,especially when thereis low-involvementon thepartof the consumer.

Words thathavehigh-imagery contentare easierto encodeand retrieve thanwords lowinimagery

and concreteness. Wordsand picturesshould beused to complement

eachotherinads.

Verbal material is betterrecalled inhighinvolvement conditions.


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Memory-Control Processes . . .

. . . are themethodsofhandling information

whichmay operateconsciously orunconsciously toinfluence the encoding,placement, and retrieval

ofinformation.


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Retrieval and Response

Generation Response generationiswhena person

developsaresponse by actively

reconstructing thestimulus. Informationreceived after exposure toastimulus (e.g.,ads) canimpactresponse generationof theoriginal stimulus.

Retrieval cues createaresponse by providingameansofassisting theactivereconstructionof thestimulus.


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Consumer Knowledge . . .

. . . is theamountof experiencewith

and informationa personhasaboutparticular productsorservices.

Asknowledgeincreases, a consumer can

thinkabouta productacrossa greaternumberof dimensionsand make finerdistinctions between brands.


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Three Typesof Knowledge:

Objectiveknowledgeis the correctinformationabouta product class thataconsumerhasstored in long-termmemory

Subjectiveknowledgeis the consumersperceptionofwhatorhowmuchheorsheknowsabouta product class.

Knowledgeofothersiswhatinformationaconsumerknowsaboutanother.


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Gestalt Theory ofCognitive

KnowledgeGestalt psychologists believe that biological and

psychological events donotinfluence behavior

inisolationof eachother.

People perceive theinputs from the environmentaspartof the total context.

Focused on theactive, creativenatureof learning

and action. Key idea: wholeis greater thansumof parts.

1 1 3 !


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AssociationistApproaches to

Cognitive Knowledge

Serial learning concernshow people putinto

memory and recall information thatisreceived inasequential manner.

Serial-position effectoccurswhen theorderof presentationofinformationina list

influencesrecall of theinformationin the list. The S-P effectis the basis for thehigher price

paid for book-end adsI.e., adsat thebeginning and end ofa commercial TV break.


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Serial PositionEffect

Position

in series

early Late

Trials

to

Learn

Few

Many


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LawofContiguity

Stimuli thatare experienced together becomeassociated inmemorye.g., Nike-TigerWoods. Called paired associate learning.

Some findings: Make pairs (I.e. stimulus-responsewords) easily

pronounceable, familiar, meaningful.

Usevisual images to linkstimulus-responsewords

together. Remember: negativeassociations canoccur

between productand anotherstimulusattackstyle political adsseek to createsuch

associations foropposing candidates.


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Measuring Semantic Memory

Networks Guided Associations

Thinkof OSU (or youruniversity/college)

Whatare the first threewordsorimagesthat come tomind. (e.g., cowboys, MBAprogram, sports)

Selectoneofwords (e.g., MBA), now thinkof threewordsorimages that youassociatewith MBAprogram, etc.


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Semantic Memory Network:

important forsemiosisanalysis.

OSU

Cowboys MBA Program Sports

Walt Garrison Football Jobs Academics Bball Golf

Dallas Berry Sanders New job Best value Sutton Holder

Drugs Crime class money my daughter winning


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Schemas . . .

. . . areorganized setsof expectationsand associationsaboutanobjects.

Whennewinformationisinconsistentwithaschema, consumers engageinmorediligent processing and, consequently,haveimproved memory about the

stimulus. Can derive fromnetworkanalysis.

Try toinfluencewith communications.


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Forgetting

People forget becauseeven thoughinformationhas been placed in long-termmemory, itmay be

extremely difficult toretrieve. Thisis called a

retrieval failure.


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Interference Processes

Retroactiveinterferenceoccurswhenlater learned material interfereswith

therecall ofinformation learned earlier.

Proactiveinterferenceoccurswhen

earlier learned material interfereswithlearning and recall ofinformationlearned later.


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Thevon RestorffEffect . . . . . . occurswhenahighly uniqueiteminaseriesisrecalled more easily.

Illustrated by absurdisminadvertisements,e.g., theBud frogs.

Alsoillustratesinformationsalience, whichis theidea thatunique, novel, moving,contrasting, colorful, etc. stimuliaremoreeasily encoded and retrieved.


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The ZeigarnikEffect . . .

. . . occursifa task

isinterrupted,material relevant tothe task tends to beremembered. E.g.,

stories thatare cutin themiddle--tasters choice.Bud--frogs

and TastersChoice.

Here, build astoryAbouta person doing

Something difficult, andThenstop just beforeClimax. Will increaseInterestinand recall

Ofstory.


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Timeand Forgetting

Therecall ofverbalinformation

decreasesover time. Rapid forgetting thatoccursimmediatelyafter learning has

beenshown tooccurinadvertising aswell.


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Affectand Memory

Peopleare betterable torecall

information thathas thesameaffectivequality as theirmood state.

Affectrefers to the feelings, emotions, and

moods that consumersmay experience. Mood isa transient feeling state thatoccursinaspecified situationor time.


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Memory and PERMS

Positioning. Thesemantic network & schemaassociated witha brand providesits position.

Environ. Analysis. Usually notrelevant, but canapply in thesenseof examining what competitorsare doing and the clutterof the environment.

Research. Measuresemantic network, schemaand expectations, aided/unaided recall.


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Marketing mix. Use promotion toinfluencesemantic networkandschema, considerrecall & recognitionissuesin

advertising. Consider paired associate learning indeveloping communications, etc. ConsidervonRestorffand Zeigarnik effectsinadvertising.

Develop productnamewith considerationofpaired-associate learning. Considerinformationoverload issuesin product development.

Segmentation. Segmentmarketplace baseduponknowledgeof product category.

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