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Consumer Behavior > Session 14: Basics of Consumer Memory > Flashcards

Session 14: Basics of Consumer Memory Flashcards

1
Q

What are the types of memory?

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

Information lost if not encoded

A

Sensory and short term memory –> Selective attention

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3
Q

Sensory Memory

A
  • 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
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4
Q

Iconic memory

A

Sensory memory - things we see (visual)

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5
Q

Echoic memory

A

Sensory memory - things we hear (auditory)

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6
Q

Short- Term Memory (STM)

A
  • 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
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7
Q

Limitations of STM

A
  1. Limited capacity (7+/-2 items)
  2. Short-lived duration
    - 20-30 seconds without intervention
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8
Q

Long-Term Memory (LTM)

A
  • Permanently stored knowledge with unlimited capacity
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9
Q

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

A

Knowledge about ourselves and experiences (personally relevant)

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10
Q

Long-Term Memory (LTM): Semantic memory:

A

Knowledge about the object and its properties

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11
Q

Glad

A

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

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12
Q

Holiday Inn “towel Amnesty Day”

A

Episodic Memory Evoking Nostalgia

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

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13
Q

Ways to improve memory?

A
  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
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14
Q

Audi

A

Recirculation - 4 key rings on their 4 values

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15
Q

Chunking

A
  • Separation of numbers (phone numbers)
  • ESPN Entertainment and sports network
  • CNN Cable News Network
  • AFLAC American Family Life Assurance Company
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16
Q

Dual Encoding

A

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)

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17
Q

The ultimate driving machine

A

BMW

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18
Q

The best a man can get

A

Gillette

19
Q

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

A

Kit Kat

20
Q

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

A

Folgers

21
Q

Once you pop you can’t stop

A

Pringles

22
Q

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

A

Dual Encoding

23
Q

Ways to improve memory

A

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
24
Q

Frontline at the Mall

A

Elaboration for novel or unexpected stimuli

25
Q

Pedigree with dog stuck

A

Elaboration for novel or unexpected stimuli

26
Q

How is Long-Term Memory Organized?

A

Associative (semantic) network model of long-term memory

  1. Nodes
  2. Associative links
  3. Trace Strength
  4. Spreading activation
27
Q

Nodes

A

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

28
Q

Associative links

A

Connect the nodes & are created through knowledge and experience

29
Q

Trace strength

A

The stronger the trace is, the more accessible it becomes

30
Q

Spreading activation

A

Retrieving one concept spreads to the retrieval of a related concept

31
Q

Increase Strength of Associations with

Other Concepts

A
  1. Increase repetition of association
  2. Build links to usage situations
  3. Reduce number of concepts at the same level (fan level)
32
Q

Apple Ipod

A

Increase repetition of association - people dancing with ipod

33
Q

Coca Cola

A

Building associations with usage situations

  • For the party
  • Coke knows no season
  • Feeling fit
34
Q

Got Milk

A

Usage situation

  • Pairs with Oreos and cookies
  • Heaven or Hell
35
Q

The Fan Effect

A

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

36
Q

James Bond

A

Negative Fan Effect

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

37
Q

Starbucks

A

Negative Fan Effect

- Too many products - goes against the brand of good coffee

38
Q

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

A

Long-term

39
Q

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?

A

Unaided Recall

40
Q

Unaided or free recall

A
  • Do you remember seeing any commercial while watching American Idol last night?
  • Can you draw the Apple logo
41
Q

Aided or cued recall

A

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

42
Q

What are the two types of explicit memory retrieval?

A
  1. Recall

2. Recognition

43
Q

Implicit Memory

A

Memory for things without any conscious attempt at remembering them

44
Q

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

A

L’Oreal

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