Memory Flashcards
List the 3 types of memory
- Sensory
- Short-term
- Long-term
Of the three types of memory, which are unlimited in capacity?
Sensory
Long-term
Of the three types of memory, which are limited in duration?
Sensory
Short-term
Does iconic or echoic storage last longer?
Echoic (3 seconds)
In which of the 3 phases of memory do we pay attention (devote cognitive resources)?
Short-term
Define retrieval
Getting information from long-term memory to process in the short-term
Define associative network
How memory is organized
What are the groupings where consumers store concepts, feelings & events?
Nodes
Associative Links are created through _________ and __________
knowledge & experience
List the two types of associative links
- Categories
2. Attributes
Categories are important for _________
Consideration Sets
Attributes are important for ___________
Attitudes toward brands
How do consumers try to understand new products or brands? By fitting them into their existing _______.
Schema
Define meaningful encoding
Associating active info in short-term with other info from long-term memory
List the two ways to achieve meaningful encoding
- Depth of processing (shallow, intermediate, deep)
2. Generation effect (self-generated answers are better remembered)
List the three types of misattribution
- Source confusion
- Feelings of familiarity
- False memories
Name the term for liking brands just because you’ve seen them often
Mere exposure effect (feeling of familiarity)
Name the term for believing things you hear often are more truthful
Truth effect (feeling of familiarity)
