Chapter 4- Memory and knowledge

Question 1

Consumer memory

Answer 1

persistence of learning over time

Question 2

Sensory memory

Answer 2

input from five senses stored temporarily in memory

Question 3

Working memory

Answer 3

incoming info is interpreted with existing knowledge and kept available for processing

Question 4

Long term emory

Answer 4

info is permanently stored

Question 5

episodic memory

Answer 5

knowledge we have about ourselves

Question 6

semantic memory

Answer 6

General knowledge about an entity

Question 7

Explicit memory

Answer 7

remembering something on purpose

Question 8

implicit memory

Answer 8

remembering something not on purpose

Question 9

recognition

Answer 9

identifying if stimuli has been encountered before

Question 10

recall

Answer 10

retrieving info without hints

Question 11

elaboration

Answer 11

transferring memory into long-term memory

Question 12

Chunking

Answer 12

bits of info into large

Question 13

Rehearsal

Answer 13

Hints

Question 14

Schema

Answer 14

Set of associations linked to a concept

Question 15

spreading of activation

Answer 15

retrieving one concept leads to retrieve of others

Question 16

Priming

Answer 16

increased sensitivity to certain concepts due to implicit memory

Question 17

Brand image

Answer 17

schema that captures what a brand stands for and how it is viewed

Question 18

Brand personality

Answer 18

schema that lead to brand personality

Question 19

Script

Answer 19

schema: knowledge of a sequence of actions

Question 20

Brand extension

Answer 20

brand name on different product

Question 21

Taxonomic category

Answer 21

classification of group of objects: hierarchy

Question 22

prototype

Answer 22

best example of a category representation: Ex. Amusement park- disney

Question 23

prototypicality

Answer 23

object is representative of its category

Question 24

Goal derived category

Answer 24

Things viewed as belonging in same category because they serve same goals

Question 25

construal level theory

Answer 25

abstract thoughts on concepts on how it directs behavior

Question 26

Decay

Answer 26

weakening of memory strength over time

Question 27

Interference

Answer 27

strength of memory deteriorates over time because of competing memories

Question 28

Primary and recency effect

Answer 28

better at recalling info that comes first or last in a sequence