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Types of Influence Sources
Marketing vs Nonmarketing
Marketing
Consumer Memory
Persistence of learning over time, via storage and retrieval of
information, either consciously or unconsciously
Retrieval
The process of remembering or accessing what was
previously stored information
What are the 3 types of Memory
Sensory Memory, Working Memory, Long term Memory
Sensory memory
Short Term
Includes the following:
Echoic Memory - Hearing Memory
Iconic Memory - Seeing Memory
Olfactory Memory - Smelling Memory
Working Memory
Long Term Memory
Permanent store. Includes episodic (life events) and semantic (facts, concepts)
Techniques to Enhance Memory
Chucking - Group that is processed as a unit
Rehearsal - Active and Conscious Interation with the material one is trying to remember
Recirculation - Encountering information repeatedly
Elaboration - Transferring information to long-term memory by processing at deeper levels
Schema
Set of association networks linked to a concept memory
(e.g., "Apple" = iPhone, Mac, Steve Jobs)
Spreading activation
Retrieving one concepts spreads to retrieving a related concept
Priming
Increased sensitivity to certain concepts due to priot experiance
Brand Image (type of schema)
Captures what a brand stand for and how favourably consumers view it
Brand Personality(Type of Schema)
Set of associations that relect a brands personifcation
Brand Extention
Using the brand name with a well developed image on a product in a different category
Taxonomic Category
Category system (superordinate → basic → subordinate)
Classification of objects in memory in an orderly waybased on their similarity
Prototype
Best example of a category (e.g., Golden Retriever for “dog”)
Script
Knowledge of how to do something step-by-step (e.g., ordering at Starbucks)
Goal Derived Categories
Things viewed as belonging in the same category as they fulfill the same goals
Construal Level Theory
Describes 2 things:
Different lvls of abstractness in associations that a consumer has about things
How a consumer’s psychological distance influences the abstractness of associations and their behaviour
Effective Use of Episodic Memory
Promoting empathy and identification
• Cueing and preserving episodic memories
• Reinterpreting past consumption experience
What are the 2 Types of memory
Explicit vs Implicit
Explicit memory
Consumers are consciously aware that they remember
something
Implicit memory
•Consumers are not consciously aware that they remember
something
•This leads to processing fluency
Why does conusumer knowledge differ
Culture affects how associations are correlated
Expert consumer that have:
rich associative network
more graded and refined taxonomy
exhibit high flexibility in activating suitable association
Retrevial Faliures/ Why We Forget
Decay
Interference
Primacy effect
Recency effect
Decay
Info Fades over time
Interference
Other info distrupts memroy
Primacy effect
We remember the first things better
Recency effect
We remember the last things better
Characteristics of Stimulus
• Salience
• Prototypicality
• Redundant cues
• Medium in which the stimulus is processed
Memory can be subject to
Selection
• Confusion
• Distortion
Enhancing retrieval
Characteristics of the stimulus: uniqueness
• What the stimulus is linked to
• The way the stimulus is processed
• Consumer characteristics