Transcript Encoding
Memory & Marketing ByNeha Das Preethi S. The brain is, by far, the most complex and mysterious organ in the human body. Composed of over 100 billion cells called neurons this amazing structure is the center from which all of our skills of higher reasoning originate -- creativity, learning, imagination, planning, and, perhaps most notable of all, our sense of identity Each of its 100 billion neurons connects to 10,000 others, forging a grand total of somewhere between 100-1000 trillion connections strung together by 90 million meters of neural fibers. Through neurons, the brain is able to receive information from numerous sensory receptors throughout the body, decide which of these sensory stimuli deserve attention, and send commands to initiate or inhibit various responses. Learning is the acquisition of information. Memory is the retention or storage of information Encoding: the conversion of incoming information into a form that can be stored in memory. Storage: maintaining information in memory over a period of time. Retrieval: the process of searching for stored information and bringing it to mind. Memory has been variously characterized as “A process of information retention in which our experiences are archived and then recovered when we recall them “ “As enhanced patterns of neuronal interconnections which are subject to continual change “ “As multi-modal networks of neurons throughout the nervous system which require that nervous cells form new interconnections and produce new protein molecules “ Simplified Memory Model Attention to important or novel information Sensory input Encoding External events Short-term memory Sensory memory Encoding Long-term memory Retrieving Short-Term Memory Activated memory that holds a few items briefly Look up a phone number, then quickly dial before the information is forgotten(<I minute) Long-Term Memory The relatively permanent and limitless storehouse of the memory system(days,months,years) Encoding : Getting Information In Encoding Effortful Automatic How do we Encode Automatic Processing Unconscious encoding of incidental information Well-learned information word meanings Effortful Processing Requires attention and conscious effort Rehearsal Conscious repetition of information to maintain it in consciousness to encode it for storage What Do We Encode? Semantic Encoding encoding of meaning including meaning of words Acoustic Encoding encoding of sound especially sound of words Visual Encoding encoding of picture images Encoding Imagery mental pictures a powerful aid to effortful processing, especially when combined with semantic encoding Chunking Organizing items into familiar, manageable units Often occurs automatically Use of acronyms HOMES--Huron, Ontario, Michigan, Erie, Superior ARITHMETIC--A Rat In Tom’s House Might Eat Tom’s Ice Cream Hierarchies Complex information broken down into broad concepts and further subdivided into categories and subcategories Short Term Memory Storage The brain receives nerve messages from eyes, ears, and touch sensors. This sensory stimulus is held for a fraction of a second in the sensory memory. Unless an individual pays attention to the image for about eight uninterrupted seconds to encode the stimulus into short-term memory, it will be lost. The memory then is stored on something akin to an electronic tape loop (although some scientists debate the existence of that loop). Once a complete loop is made, three things can happen: 1) the information can be rehearsed (repeated) silently or aloud, which will provide auditory cues 2) the information goes into long-term memory or 3) the information will be lost" Long Term Memory Storage Long term memory (LTM) occurs when the information is kept for longer periods, up to the whole lifetime of the organism. This occurs less often and only with association of stimuli that is relevant to the organism, either because of a biological predisposition or by continuous repetition. Usually experiences charged with a strong affective component (either reinforcing or aversive) tend to go into long term memory more often than others. This type of memory is less labile, and is not easily disrupted Long-Term Memory Subsystems Types of long-term memories Explicit (declarative) With conscious recall Facts-general knowledge (“semantic memory”) Personally experienced events (“episodic memory”) Implicit (nondeclarative) Without conscious recall Skills-motor and cognitive Dispositionsclassical and operant conditioning effects Both long- and short- term memory are composed of three processes: encoding, storage, and retrieval .These processes take place in various locations in the brain, often simultaneously. It is unclear where long-term memories are stored, although there is some evidence that a single memory may be broken down into various elements and stored in many places at once. As Irving Kupferman explains, "long-term memories are stored in multiple regions throughout the nervous system. (In other words, they are not localized but stored through circuitry) Various parts of memories visual, olfactory, auditory are located in cortical regions concerned with these functions and the pieces are tied together by long term changes in strength of transmission at relevant synaptic junction so that all components are brought to consciousness when memory is recalled. Once long term memory is established it can be recalled by different associations. Thus there are multiple routes to each memory. Interactions between encoding and retrieval Organization: the more we organize the material, the easier it is to retrieve. Context, emotions: easier to retrieve info when the context and/or the individual’s mood is similar during encoding and retrieval (affective values associate with the material) Basic Reasons for Forgetting Encoding Failure: information did not get into memory Storage Failure: information has disappeared from memory; it is no longer in storage Retrieval Failure: information is stored in memory but it cannot be located Forgetting as encoding failure Information never enters the long-term memory Attention External events Short- Encoding Sensory term memory Encoding memory Encoding failure leads to forgetting Longterm memory Forgetting as retrieval failure Forgetting can result from failure to retrieve information from long-term memory Attention External events Sensory memory Encoding Encoding Short-term Long-term memory Retrieval memory Retrieval failure leads to forgetting Two Major Theories of Forgetting Decay Theory: Information in memory eventually disappears if it is not used ‘Use it or lose it’ Interference Theory: Forgetting occurs because other things we have learned somehow prevent us from finding the information we want. Forgetting as Interference Learning some items may disrupt retrieval of other information Proactive (forward acting) Interference disruptive effect of prior learning on recall of new information Retroactive (backwards acting) Interference disruptive effect of new learning on recall of old information Forgetting Percentage of syllables recalled 90% Without interfering events, recall is better 80 After sleep 70 60 50 40 30 20 10 After remaining awake 0 1 2 3 4 5 6 7 Hours elapsed after learning syllables 8 Neuro-psychology and marketing Branding Goes to the Dogs The core concept- can be traced to behavioral psychology and neuroscience Ivan Pavlov – Associative Learning Research in neuropsychology- Branding based on brain functions and how memories are formed Understanding how complex memory images are stored in the brain Three types of memory storage in the human brain: Electrical Chemical Structural Teaching the Old Dog New Tricks How memory is created and stored in our brains has implications for branding Goal of branding is "top of mind" recall and recognition- hence successful brands aim to become a medium and, ultimately, a long term memory Establishing and triggering memories is fundamental to branding Leveraging branding strategies to establish positive memories and associations of a brand helps build brand equity and value. To make a brand memory… Branding has to go beyond the "here and now" of electrical memory Regularly activate the medium term memory, over an extended period of time with as many different "mental" connections as possible The multisensory approach: creates short-term memories, and with repeated brand exposure converts it into mediumterm memory Top Dog!! A company has to consider how its branding strategies will affect the three different forms of memory Increase message transfer from the electrical memory to the medium-term, chemical memory by Increasing the relevance of the message Increasing the frequency of message repetition Increasing the frequency across different sensory routes Use multisensory experiences to forge a memory Branding cannot rest!! If the memory is left unused for a period of time, it will disappear The minute a brand rests on its laurels, brand erosion begins It takes consistent, long-term brand building marketing and communications activities to keep the memory alive THANK YOU!!!