Transcript 1133435211_359780x

Chapter 4
Memory and Knowledge
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Objectives~ Ch. 4
1. Distinguish among sensory, working, long-term, implicit,
and explicit memory, and explain why marketers must
be aware of these different types of memory.
2. Describe how schemas and scripts affect consumers’
knowledge content.
3. Explain how and why the content and structure of
knowledge, including associative networks, categories,
and prototypicality, are relevant to marketers.
4. Discuss what memory retrieval is, how it works, and
how marketers try to affect it.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Memory
Consumer memory/retrieval
Knowledge, attitudes, & memory
Memory, retrieval, & decision making
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Sensory Memory
Echoic—Hearing
Iconic—Seeing
Characteristics
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Working Memory
Imagery processing
Discursive processing
Characteristics
– Limited
– Short lived
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Imagery
May help create liking for product
Stimulates memories of experiences
Impact:
– Evaluation
– Satisfaction
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Long-Term Memory
Autobiographical (episodic)
– Affects decision making
– Promotes empathy/identification
– Cueing/preserving
– Reinterpreting
Semantic
What are some of your childhood memories with
brands?
Are those brands still in your life?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Types of Memory
Explicit Memory
– Consciously aware you remember something
Implicit Memory
– Not consciously aware you remember something
– Processing fluency
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How Memory Is Enhanced
Recognition
Recall
Elaboration
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Knowledge Content
Semantic/associative networks
– Trace strength
– Spreading of activation
– Priming
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Knowledge Content
Schemas & Associations
− Types of associations
− Favorability
− Uniqueness
− Salience
Types of schemas
Images
Scripts
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Images
Brand image
Brand’s personality
Brand extension
Licensing
Brand alliance
Protecting brand images
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Scripts
Special type of schemas that represent our knowledge
of a sequence of actions involved in performing an
activity
– Helps marketers understand how consumers buy &
use an offering
– May want consumer to consider brand as part of
scripted activity
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Knowledge Categories
Graded structure
Position to prototype
− Close
− Away
− Competitive
− Retail store & site design
What affects prototypicality?
Correlated associations
Hierarchical structure
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Goal-Derived Categories
Goal-derived categories
– Things belong in the same category if they fulfill
same consumer goal
– What are examples of your goal-derived categories?
Construal level
– Low-level construal—concrete
– High-level construal—abstract
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Retrieval for Marketers
Communication objective
Affects consumer choices
Relates to advertising effectiveness
Consumer segments
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Retrieval Failures
Retrieval failures
– Decay
– Interference
Serial position effects
– Primacy & recency
Retrieval errors
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Characteristics of Stimulus
A stimulus is a cue that triggers something in your
memory
What are examples of advertising/marketing stimuli?
Characteristics of Stimuli:
Salience
Prototypicality
Redundant cues
Medium in which the stimulus is processed
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.