Session 14: Basics of Consumer Memory

Question 1

What are the types of memory?

Answer 1

1. Sensory memory
2. Short Term memory
3. Long term memory

Question 2

Information lost if not encoded

Answer 2

Sensory and short term memory –> Selective attention

Question 3

Sensory Memory

Answer 3

• Information that comes in through our senses
• Information stored in its sensory form
• Very short-lived: last only a couple of seconds
• If not processed further, we lose it

Question 4

Iconic memory

Answer 4

Sensory memory - things we see (visual)

Question 5

Echoic memory

Answer 5

Sensory memory - things we hear (auditory)

Question 6

Short- Term Memory (STM)

Answer 6

• Also called working memory
• Integrate incoming information in light of our existing knowledge
• The portion of memory where most of our information processing actually take place

Question 7

Limitations of STM

Answer 7

1. Limited capacity (7+/-2 items)
2. Short-lived duration
   - 20-30 seconds without intervention

Question 8

Long-Term Memory (LTM)

Answer 8

• Permanently stored knowledge with unlimited capacity

Question 9

Long-Term Memory (LTM): Autobiographical (episodic) memory

Answer 9

Knowledge about ourselves and experiences (personally relevant)

Question 10

Long-Term Memory (LTM): Semantic memory:

Answer 10

Knowledge about the object and its properties

Question 11

Glad

Answer 11

Episodic memory in creating identification with situation - broken garbage bags with heavy trash

Question 12

Holiday Inn “towel Amnesty Day”

Answer 12

Episodic Memory Evoking Nostalgia

“The towel came home with us along with lasting memories of once in a lifetime trip to GKTW.”

Question 13

Ways to improve memory?

Answer 13

1. Rehearsal: Actively review material to remember it
2. Re circulation: Low involvement
   - 6x rule of thumb for remembering
   - Familiarity = likability
3. Chunking
4. Dual encoding
5. Elaboration

Question 14

Audi

Answer 14

Recirculation - 4 key rings on their 4 values

Question 15

Chunking

Answer 15

• Separation of numbers (phone numbers)
• ESPN Entertainment and sports network
• CNN Cable News Network
• AFLAC American Family Life Assurance Company

Question 16

Dual Encoding

Answer 16

Process in which two different sensory traces are available to remember (e.g., verbal and visual, putting words to music, smell with a visual cue)

Question 17

The ultimate driving machine

Answer 17

BMW

Question 18

The best a man can get

Answer 18

Gillette

Question 19

Give me a break, give me a break, break me off a piece of that

Answer 19

Kit Kat

Question 20

The best part of waking up is .. in your cup

Answer 20

Folgers

Question 21

Once you pop you can’t stop

Answer 21

Pringles

Question 22

These slogans and jingles use the method of __________ to enhance our memory (there are ‘two’ correct answers).

Answer 22

Dual Encoding

Question 23

Ways to improve memory

Answer 23

Elaboration

• Relating information to prior knowledge and past experiences ( could be more enduring than rehearsal!)
• Processing info at a deeper level
• Unexpected or novel ads

Question 24

Frontline at the Mall

Answer 24

Elaboration for novel or unexpected stimuli

Question 25

Pedigree with dog stuck

Answer 25

Elaboration for novel or unexpected stimuli

Question 26

How is Long-Term Memory Organized?

Answer 26

Associative (semantic) network model of long-term memory 1. Nodes 2. Associative links 3. Trace Strength 4. Spreading activation

Question 27

Nodes

Answer 27

Contains concepts and beliefs, sensory images, feelings, and events

Question 28

Associative links

Answer 28

Connect the nodes & are created through knowledge and experience

Question 29

Trace strength

Answer 29

The stronger the trace is, the more accessible it becomes

Question 30

Spreading activation

Answer 30

Retrieving one concept spreads to the retrieval of a related concept

Question 31

Increase Strength of Associations with | Other Concepts

Answer 31

1. Increase repetition of association 2. Build links to usage situations 3. Reduce number of concepts at the same level (fan level)

Question 32

Apple Ipod

Answer 32

Increase repetition of association - people dancing with ipod

Question 33

Coca Cola

Answer 33

Building associations with usage situations - For the party - Coke knows no season - Feeling fit

Question 34

Got Milk

Answer 34

Usage situation - Pairs with Oreos and cookies - Heaven or Hell

Question 35

The Fan Effect

Answer 35

Interference among competing associations to a concept. The more links, the less activation for each one (and slower)

Question 36

James Bond

Answer 36

Negative Fan Effect | - There are so many different actors for James Bond that it is hard to associate with just one

Question 37

Starbucks

Answer 37

Negative Fan Effect | - Too many products - goes against the brand of good coffee

Question 38

Associative network reflects how our _______ memory is organized in our brain.

Answer 38

Long-term

Question 39

A marketing researcher asked you “Do you remember seeing any ad while watching American idol last night?” Which type or memory measurement tool do you think s/he has adopted?

Answer 39

Unaided Recall

Question 40

Unaided or free recall

Answer 40

- Do you remember seeing any commercial while watching American Idol last night? - Can you draw the Apple logo

Question 41

Aided or cued recall

Answer 41

Do you remember seeing a car ad while watching American Idol last night? (if asked about Ford, let them describe the ad)

Question 42

What are the two types of explicit memory retrieval?

Answer 42

1. Recall | 2. Recognition

Question 43

Implicit Memory

Answer 43

Memory for things without any conscious attempt at remembering them

Question 44

Which of the brands do you remember not appearing in this music video?

Answer 44

L'Oreal