Memory and knowledge Flashcards
(39 cards)
Prior knowledge
any information that we have learned in the past and stored in long-term memory
Schema
a form of knowledge about objects/people and what they meant to a consumer
Spreading of activation (under schema)
process by which activating one concept in a schema (e.g., “Amazon”) triggers related associations (e.g., “Prime,” “Free Shipping”), causing linked ideas to become active in memory, sometimes consciously, other times automatically
Difference between spreading of activation and priming
SOA recalls closely related concepts already linked in your memory (like brand → slogan → product).
Priming can activate any concept, even if it’s not strongly related, as long as you were exposed to it before—often without realizing it. (yellow → banana)
Priming (under schema)
unconscious activation of certain associations in memory due to prior exposure, where a stimulus (like a brand) increases sensitivity to related concepts without the consumer’s awareness.
Define script
a form of knowledge about how to do things
When you go to a restaurant, you already know the usual steps 1. Enter and wait to be seated 2. Look at the menu and order food 3. Eat and pay before leaving
Define knowledge structure
How knowledge is organised in memory
Graded structure and prototypicality
Graded structure: Objects in the same taxonomic category share common features. Some items (like Toyota) are seen as more reliable of the category than others (like Lexus), this is called a graded structure.
Prototypicality: is how well a product represents its category. For example, an iPad is seen as a typical tablet. “when thinking of a bird, a Pidgeon comes faster to mind than a penguin, because it is more TYPICAL”
Taxonomic category
Grouping objects and people in categories that share certain characteristics (e.g. coke belongs in soft drinks, BMW belongs in luxury cars)
Hierarchical structure
Hierarchical taxonomic categories are organized in levels:
Superordinate (broadest, e.g. beverages)
Basic (more specific, e.g. soft drinks, teas)
Subordinate (super detailed, e.g. diet soft drinks)
Members (most detailed, e.g. diet Coke/ diet Pepsi)
Consumers use more detailed associations as they move down the hierarchy.
What does flexibility depend on
- Consumers’ specific goals
- Time to implement these goals
Correlated associations
features that consumers mentally link together (e.g., bigger cars = lower fuel efficiency).
Define Knowledge Flexibility
The knowledge content and structure are flexible and adaptable to the requirements of the tasks that consumers face
Goal-derived categories
Things are viewed as the same category as they satisfy the same goals (even if they belong in different taxonomy groups),
e.g. bottled water and beef jerky may both fit under “things to take camping.”
Construal level meaning
Construal level refers to how people think about goals based on time
High construal level
when individuals think at an abstract level (usually when goal is far away) focusing on the “why”
E.g. changing their diet when they need to lose weight in a year
Low construal level
when individuals think at a more concrete level (usually when a goal is near and needs to be satisfied) focusing on the “how”
E.g. taking pills/courses/surgical procedure when you need to lose weight in one month
Define memory
process that human uses to require, remove or store, then retain, retrieve stimuli
○ Whenever we process a stimulus we choose to retain them or remove them
Define long-term memory
That part of memory where information is permanently stored for later use
Episodic memory
personal memories of past experiences, like shopping or eating out, often tied to emotions and sensory details (e.g. sights, sounds, smells)
Semantic memory
General knowledge about an entity, detached from specific episodes.
Explicit memory
when consumers consciously recall past information, like remembering visiting a website or what they purchased.
Implicit
unconscious memory, consumers don’t realize they’ve seen something before, but it feels familiar and easier to process due to processing fluency.
You’re shopping online and come across a clothing website that feels familiar, even though you don’t remember visiting it before. That sense of familiarity might be because you saw one of its ads earlier—your implicit memory recognizes it, even if you don’t consciously remember seeing it.
Chunking
creating meaningful combinations of info e.g. acronyms, phone number split grouping
