Transcript memory1 - Personal.psu.edu

Consumer Behavior
Memory
Consumer Memory
Consumer Behavior
Memory
Outline
• The multiple store model of memory
– Memory structures
– Memory processes
• Short-term memory
– Encoding, storage, and retrieval
– Consumer behavior applications
• Long-term memory
– Encoding, storage, and retrieval
– Consumer behavior applications
Consumer Behavior
Memory
THE MULTIPLE-STORE MODEL OF MEMORY
SHORT-TERM MEMORY
S
S
S
SENSORY
REGISTERS
sight
sound
touch
taste
smell
LONG-TERM MEMORY
encoding
into LTM
encoding
into STM
retrieval
from LTM
storage through
maintenance rehearsal
retrieval from STM
Response
storage of
• declarative knowledge
• episodic
• semantic
• procedural knowledge
Consumer Behavior
Memory
Memory structures and processes
Memory structures
Sensory
registers
Encoding
Memory
processes
Storage
Retrieval
Short-term
memory
Long-term
memory
Consumer Behavior
Memory
Structure of the memory system
• sensory registers:
momentary lingering of sensory data after
stimulation has ceased;
• short-term memory:
brief retention of a limited amount of sensory
data that have been attended to and assigned
meaning;
• long-term memory:
relatively permanent repository of information;
Consumer Behavior
Memory
Memory processes
• encoding:
establishment of memory representations;
• storage:
retention of memory representations over time;
• retrieval:
recovery of memory representations;
Consumer Behavior
Memory
Short-term, working, or active memory
• encoding: selective attention as a filter which determines
what gets transferred from the sensory registers into STM;
• storage:
– transient character of STM (maintenance rehearsal to
keep information active);
– limited capacity of STM (can be increased through
chunking);
• retrieval: usually not a problem because information is
already active;
Consumer Behavior
Memory
Long-term memory
• encoding: establishment of new associations through
elaborative rehearsal [cf. Lutz and Lutz];
• storage: memory as a network of associations (nodes and
links); importance of brand knowledge;
• retrieval:
– transfer of information to STM through spreading activation;
depends on strength of activation of source node, strength of
associations between source node and other nodes, and
number of competing paths [cf. Burke and Srull];
– importance of good retrieval cues [cf. Keller];
– use of recognition (discrimination) and recall (reproduction) as
measures of retrieval;
Consumer Behavior
Memory
Advertising imagery (Lutz and Lutz)
• Ss had to learn to associate unfamiliar company or brand
names with a product or service;
• the interactive imagery group saw 24 different brandproduct pairs (12 with picture interaction and 12 with
letter accentuation); the corresponding control group only
saw the word pairs;
• the noninteractive imagery group saw 24 brand-product
pairs (12 with brand pictures and 12 with product
pictures); the corresponding control group only saw the
word pairs;
• cued recall of brands based on product class as the
dependent variable;
Interactive imagery
Picture interaction
Rocket
Messenger Service
• Experimental
• Control
[No picture]
Letter accentuation
Dixon
Crane Co.
• Experimental
• Control
Rocket
Messenger Service
[No picture]
Dixon
Crane Co.
Non-interactive imagery
Brand imagery
O’Bear
Abrasive Saws
• Experimental
• Control
[No picture]
Product imagery
Henneman
Security & Patrol
Service
• Experimental
• Control
O’Bear
Abrasive Saws
[No picture]
Henneman
Security & Patrol
Service
Consumer Behavior
Memory
Advertising imagery (cont’d)
picture interaction:
Interactive imagery:
experimental
control
8.82
5.39
experimental
control
6.53
3.67
letter accentuation:
experimental
control
2.29
1.72
brand imagery:
Noninteractive imagery:
experimental
control
4.95
5.22
experimental
control
3.21
2.78
product imagery:
experimental
control
1.74
2.44
Consumer Behavior
Memory
In-class exercise:
Advertising imagery
Find a print ad that encourages vivid imagery
(through the use of imagery instructions,
concrete words rich in imagery, or pictures) to
help you remember the brand or information
about the brand contained in the ad. What
specific features make the ad memorable?
Consumer Behavior
Memory
Information stored in LTM
• episodic memory (autobiographical knowledge)
e.g., when was the last time you spent a romantic evening with
someone, and where?
• semantic memory (general world knowledge)
e.g., can you recognize the Coors logo?
what product does Anhaeuser-Busch sell?
• procedural memory (skill knowledge)
e.g. how does one use an ATM machine, buy a subway ticket?
Consumer Behavior
Memory
Illustration of spreading activation
BMW
135i
fun to
drive
impressive
acceleration
Subaru
Impreza
WRX
VW R32
German
Sporty
Cars
excellent
handling
all-wheel
drive
Chevy
Cobalt SS
Consumer Behavior
Memory
Ad repetition and competitive interference
(Burke and Srull)
• Ss were exposed to 22 magazine ads and where asked to
judge the interest value of the ads;
• repetition of the target ad was varied at 1, 2, or 3
exposures (positions 14, 9 & 14, or 4, 9 &14);
• competitive interference at levels of 0, 1, 2, or 3 was
manipulated through the inclusion of ads for brands in the
same product class as the target ad (positions 20, 16 & 20,
and 12, 16 & 20);
• after an interpolation task cued recall with brand name and
product class;
Consumer Behavior
Memory
Ad repetition and competitive interference
(cont’d)
claims
recalled
interference level 0
4
3
interference level 1
2
interference level 2
1
interference level 3
1
2
3
repetition
Consumer Behavior
Memory
Effects of advertising retrieval cues
(Keller)
• Ss were exposed to 12 ads for 4 product categories
(cereals, laundry detergents, etc.); in each category there
was a target ad with a photo and two main product claims;
• for two product categories ad interference was low
(1 competing ad), for two it was high (3 competing ads);
• after a distraction task, Ss were shown mock package
fronts of the target products and asked to recall the two
product claims; depending on the retrieval cue condition,
Ss were given only brand name and product category cues
(ad cue absent) or also a small reproduction of the ad photo
and the ad headline (ad cue present);
Consumer Behavior
Memory
Effects of advertising retrieval cues (cont’d)
claims
recalled
low interference
1.00
high interference
0.75
0.50
ad cue absent
ad cue present