Memory

Question 1

Definition

Answer 1

Memory is the recollection of past experiences via a process in which information is encoded, stored, and retrieved.

Question 2

How long can it be employed for?

Answer 2

This information can be retained for an instant, a few minutes, or a very long time, depending upon which type of memory is employed.

Question 3

what are the types of memory?

Answer 3

The types of memory include sensory memory, short-term memory, and long-term memory.

Question 4

why is memory important for marketers?

Answer 4

For marketers, it is essential that marketing communications are remembered.
Also important to create favourable brand associations to improve brand image, and create a strong brand personality.

Question 5

explain sensory memory

Answer 5

Sensory memory is information from your five senses that is stored automatically (Hoyer, MacInnis, & Pieters, 2013), but only lasts a few seconds (Haber, 1983). This is information you are experiencing, but not neccesarily paying attention to.

Question 6

examples of sensory memory

Answer 6

Ad on tv while talking to friends
Ad on side of facebook site while looking at news feed
Smell of food when waking past restaurant
Etc.

Question 7

sensory memory - implication for marketers

Answer 7

Ads, lots of distractions – while, consumer may be seeing ad, if not paying attention, messages will not be retained.

Question 8

explain short term memory

Answer 8

Also known as working memory, short-term memory is information that is interpreted and kept available for further processing. That is, sensory information that you are paying attention to, and comprehending; you are thinking about it.

Information using words or imagery can be thought about more deeply (Holbrook & Hirschman, 1982).
When motivation, ability, and opportunity are high, thinking is high (Andrews, 1988).

Question 9

examples of short term memory

Answer 9

ad that you are paying attention to, and you are highly involved with the brand, you may daydream about having that product.

Question 10

implications for marketers - short term memory

Answer 10

Use imagery
Increase MAO.
use mediums with less distractions

Question 11

explain long term memory

Answer 11

Through elaboration, we transfer information into long-term memory by processing it at deeper levels of meaning. Long-term memory involves the permanent storage of information for later use.
Two major types are episodic and semantic.
Episodic – or autobiagraphical – memory represents knowledge about our past experiences, including emotions, and sensations. These memories are primarily sensory.

semantic memory consists of facts and knowledge.

Question 12

what are ways of enhancing memory?

Answer 12

• chunking
• rehearsal
• recirculation
• elaboration

Question 13

explain schemas

Answer 13

A schema is the group of associations (aka associative network) linked to an object or person. The strength of the association can vary. And are preferably favourable, unique, and salient.

Brand image and brand personality are two important types of schemas for marketers.