Transcript Helping Consumers Remember

CHAPTER 16
Helping Consumers to
Remember
Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition
Copyright© 2001 by Harcourt, Inc. All rights reserved.
Helping Consumers Remember
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Helping Consumers Remember
Failure to remember encompasses
both product consumption and
product purchase
When consumers remember to
make a purchase, memory and
what’s remembered can play an
important role in the decisionmaking process
Alternative evaluation often relies
on what’s retrieved from memory
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Helping Consumers Remember
Helping consumers remember
enhances advertising effectiveness
Advertising may focus on
activating consumers’ memory of
past consumption experiences
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Helping Consumers Remember
Helping consumers remember
enhances advertising effectiveness
Advertising may focus on
activating consumers’ memory of
past consumption experiences
Remembering consists of:
Cognitive learning: getting information
into memory
Retrieval: getting it back out
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Cognitive Learning: Rehearsal
Cognitive learning occurs when
information processed in shortterm memory is stored in longterm memory
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Cognitive Learning: Rehearsal
Cognitive learning occurs when
information processed in shortterm memory is stored in longterm memory
Rehearsal involves the mental
repetition of information or, the
recycling of information through
short-term memory
Rehearsal may be described as a
form of inner speech
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Cognitive Learning: Rehearsal
Rehearsal serves two functions:
Helps maintain information in shortterm memory
Aids in the transfer of information
in short-term memory to long-term
memory
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Cognitive Learning: Rehearsal
Rehearsal serves two functions:
Helps maintain information in shortterm memory
Aids in the transfer of information
in short-term memory to long-term
memory
Greater rehearsal increases the
strength of long-term memory
trace, thereby enhancing the
likelihood that trace can later be
retrieved
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Cognitive Learning: Elaboration
Elaboration: the degree of
integration between the stimulus
and existing knowledge
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Cognitive Learning: Elaboration
Elaboration: the degree of
integration between the stimulus
and existing knowledge
At low levels of elaboration,
stimuli are processed in much the
same way they are encountered
At greater levels of elaboration,
more links between the new
information and information
stored in memory are created
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Elaboration
Using low level of elaboration to
remember a license plate number
A N J 2 6 8
Using greater level of elaboration
to remember the same license
plate number
JAN 16
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Cognitive Learning: Elaboration
Motivation plays a role in the
amount of elaboration a person
employs to remember
Intentional learning
Incidental learning
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Cognitive Learning: Elaboration
Motivation plays a role in the
amount of elaboration a person
employs to remember
Intentional learning
Incidental learning
Knowledge allows more meaningful
elaboration
Ability to learn depends on both
individual and environmental
factors
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Cognitive Learning: Mental
Representations
Mental representations: the particular manner in which information
is stored in long-term memory
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Cognitive Learning: Mental
Representations
Mental representations: the particular manner in which information
is stored in long-term memory
Stimuli may be stored in same
form in which they appear, or
translated (the price of a dress
may be remembered as $100.00 or
expensive)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Cognitive Learning: Mental
Representations
Dual coding proposes that information can be stored in both
semantic and visual forms
Having multiple representations
increases the number of possible
mental pathways that can be
traveled when trying to remember
Associative network: information
in memory is organized like a web
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
An Associative Network for the IBM PC
Easy to
Learn
Widely
Available
Reliable
Ease of
Operation
IBM
PC
Expensive
Status
Brand
Fast
Response
Time
Compatible
with Other
Systems
Prestige
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval
Retrieval: the activation of
information stored in long-term
memory that is then transferred
into short-term memory
The cycle of remembering
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Cycle of Remembering
Short-term
Memory
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Cycle of Remembering
Learning
Short-term
Memory
Long-term
Memory
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Cycle of Remembering
Learning
Short-term
Memory
Long-term
Memory
Retrieval
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval
Successful retrieval depends on:
Strength of memory trace of the to-beremembered information
Retrieval cue: stimulus that activates
information in memory relevant to the
to-be-remembered information
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval
Successful retrieval depends on:
Strength of memory trace of the to-beremembered information
The number and strength of linkages
between the to-be-remembered item
and other memory nodes
Spreading activation: activating one
memory node spreads through
linkages to other nodes
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval: Forgetting
Decay theory: memories grow
weaker with the passage of time
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval: Forgetting
Decay theory: memories grow
weaker with the passage of time
Even when memory trace is
strong, people forget things
because not all information in
long-term memory can be
retrieved at one point in time
If retrieval fails, sometimes information will “pop” into our minds
later
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval: Forgetting
Failure to retrieve something
which has not faded from memory
is attributable to interference
Interference theory: the chances
of retrieving a particular piece of
information become smaller as
interference from other information becomes larger
Clutter of advertising may also
interfere with retrieval
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval: Recognition and Recall
Retrieval also depends on whether
the information requires recall and
recognition
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval: Recognition and Recall
Retrieval also depends on whether
the information requires recall and
recognition
Recognition requires identifying
familiarity with something because
we’ve seen it before
With brand or ad recognition
measures, the to-be-remembered
information is provided as the
retrieval cue
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval: Recognition and Recall
Recall is more cognitively
demanding than recognition
Unaided (free) recall does not
contain any retrieval cues
Aided (cued) recall provides cues
to help someone remember
Consumers remember more when
they answer aided rather than
unaided recall measures
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval: Product Awareness
When consumers use internal
search to form their consideration
sets, they must recall brand names
from memory
Brand recognition, in this instance,
is not as important as brand recall
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval: Product Awareness
When consumers use internal
search to form their consideration
sets, they must recall brand names
from memory
Brand recognition, in this instance,
is not as important as brand recall
Sometimes consideration sets are
formed at the point of purchase
In this case, product awareness in
the form of recognition is vital
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval: Product Awareness
Brand recognition focuses on
more than just the name
Showing the packaging in an ad
helps recognition when in the
store
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Mentadent
toothpaste
features
both the
product
and the
packaging
in its ads to
help
recognition
in the store.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval: Advertising Awareness
Many companies focus on what
consumers remember about their
advertising messages, rather than
on how many remember seeing it
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Retrieval: Advertising Awareness
Many companies focus on what
consumers remember about their
advertising messages, rather than
on how many remember seeing it
If consumers don’t remember the
brand, then the other things they do
remember will not be linked to the
brand in memory
If consumers are confused about
which brand was in the ad, they might
link the ad claims to another brand
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Reminders
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Reminders
Advertising reminds consumers to
buy a product
Post cards remind consumers to
make an appointment
Retrieval cues placed on packaging
and at the point of purchase
enhance ad effectiveness
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Repetition
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Repetition
Companies rely on repetition
(showing ads over and over again) to
enhance rehearsal of the ad
Learning plateaus after a certain
number of repetitions, and negative
responses may result from seeing an
ad too often
Repetition may be used within an ad
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Encourage Elaboration
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Encourage Elaboration
Self-referencing: involves relating a
stimulus to one’s own self and
experiences
The number and strength of potential
linkages between new and stored
information are enhanced
Research supports the potential for
encouraging self referencing through
advertising copy
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Encourage Multiple
Representations in Memory
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Encourage Multiple
Representations in Memory
If ad copy fails to evoke imagery, then
including pictures in the ad will
enhance the formation of visual
representations and improve retrieval
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Ferrero
Rocher
chocolates
are displayed
in the shape
of an Easter
egg to
enhance
visual
imagery of
the product
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Encourage Multiple
Representations in Memory
If ad copy fails to evoke imagery, then
including pictures in the ad will
enhance the formation of visual
representations and improve retrieval
Visual representation of a brand name
can increase its memorability
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
The Importance of Consistency
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
The Importance of Consistency
An ad may convey the same meaning
through the brand name, copy, and
picture if they are presented in similar
ways
Consistency facilitates remembering
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Altoids
breath mints,
known for
their strong
flavor,
feature a
picture of a
strong man
to depict
visually a
product
benefit and
the tag line.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
The Importance of Consistency
An ad may convey the same meaning
through the brand name, copy, and
picture if they are presented in similar
ways
Consistency facilitates remembering
When the ad copy conveys the same
meaning as the name and picture,
brand name recall is improved
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Easy-to-Remember Stimuli
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Easy-to-Remember Stimuli
Concrete words (such as dog or tree)
can be visualized rather easily
Abstract words (such as equality) are
more difficult to represent visually
Word type should be considered when
developing a brand name
Distinctiveness (of brand name or ad)
also aids recall and diminishes
interference
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Put Consumers in a Good Mood
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Companies Can Help
Consumers to Remember
Put Consumers in a Good Mood
Mood influences retrieval
The favorableness of retrieved
memories depends on whether mood
is positive or negative
Positive moods increase the chances
of remembering favorable information
Ads may use humor or music to
influence mood
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Behavior
Roger D. Blackwell
Paul W. Miniard
James F. Engel
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Copyright© 2001 by Harcourt, Inc. All rights reserved.