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why is understanding memory important for marketers?
perceptions, decision making, effectiveness of marketing actions
consumers may not make brand decisions during ad exposure, thus
consumer memory for advertising is important
types of memory
sensory registry, short term memory, long term memory
sensory memory
information that comes through our senses(echoic and iconic)
information stored in its sensory form
very short lived
perceptual bottleneck
if not processed we lose it
forgetting is due to decay and interference
short term memory
portion of memory where incoming information is encoded and interpreted
short term memory is
short lived, and limited in capacity
discursive processing
the processing of information as words
imagery processing
the processing of information in sensory form
long term memory
permanently stored knowledge, large storage capacity, information never lost but sometimes cant be found
autobiographical memory
specific to our experiences
semantic memory
general knowledge about the world
implicit memory
memory for skills like riding a bike
types of permanently stored knowledge
autobiographical, semantic, implicit
how big is short term memory?
7± 2
how can we improve our memory?
rehearsal, chunking, dual encoding, no interference, state dependent learning
what do we remember?
primacy/recency effects, novelty/incongruency
rehearsal
actively reviewing info to remember it
recirculation
remember it because you encounter it a lot
elaboration
relating information to what you already know/thinking about it
chunking
grouping multiple info items as a single unit
how can marketers improve memory?
simple message & simple story, repetition, use relatable characters and context, identifiable situations with unexpected twist, elaboration, use strong imagery, engage emotions
stm
7 ± 2, approx 18 seconds, rehearsal failure elaboration & failure
ltm
unlimited, permanent, retrieval failure
the associative network
concepts, feelings, and events are stored in “nodes”, associative links connect the nodes, when one node is activated, this activation spreads along associative links toward related concepts
how does associative network influence retrieval?
stronger links more accessible, spreading activation, responsible for false recall, cant retrieve when link fades, sleeper effect
why is understanding memory important for marketers?
few consumer decisions are made just on the information in the environment, decision making, can change expectations, determines effectiveness of marketing
the illusion of truth
repeated statements receive higher truth ratings than new statements a phenomenon called the illusory truth effect
repeating misinformation doesnt make it true but
does make it more likely to be believed
sleeper effect
source of the message decays more quickly than the message itself
memory is constructive:
memory changes, accentuate some things, eliminate other things, add some things, all done consistent with existing ideas and schemas
explicit memory
memory achieved by active attempts to remember
implicit memory
memory for things without conscious awareness
two retrieval failures
decay and interferences
decay
the weakening of nodes or links over time
interference
that which causes us not to remember which features to go with which brand or concept due to semantic networks being too closely aligned
retrieval errors
what we do remember is not always accurate or complete
salience
if something stands out from the larger context in which it is placed because it is: bright, complex, moving, prominent, big
how retrieval is enhanced via the stimulus itself:
salience and prototypicality
prototypicality
easier to recognize, likely to be linked to many other concepts in memory
retrieval cues
a stimulus (verbal or visual) that facilitates a node’ s activation of memory Brand name or symbol as a retrieval cue
key takeaway
few consumer decision are based on just the information in the environment, almost all consumer decision include some memory component. it is essential marketers can impact consumers memory in an accurate way
