Chapter 4: Memory and Knowledge

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34 Terms

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Types of Influence Sources

Marketing vs Nonmarketing

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Marketing

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Consumer Memory

Persistence of learning over time, via storage and retrieval of
information, either consciously or unconsciously

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Retrieval

The process of remembering or accessing what was
previously stored information

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What are the 3 types of Memory

Sensory Memory, Working Memory, Long term Memory

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Sensory memory

Short Term
Includes the following:
Echoic Memory - Hearing Memory

Iconic Memory - Seeing Memory

Olfactory Memory - Smelling Memory

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Working Memory

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Long Term Memory

Permanent store. Includes episodic (life events) and semantic (facts, concepts)

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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

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Schema

Set of association networks linked to a concept memory

(e.g., "Apple" = iPhone, Mac, Steve Jobs)

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Spreading activation

Retrieving one concepts spreads to retrieving a related concept

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Priming

Increased sensitivity to certain concepts due to priot experiance

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Brand Image (type of schema)

Captures what a brand stand for and how favourably consumers view it

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Brand Personality(Type of Schema)

Set of associations that relect a brands personifcation

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Brand Extention

Using the brand name with a well developed image on a product in a different category

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Taxonomic Category

Category system (superordinate → basic → subordinate)
Classification of objects in memory in an orderly waybased on their similarity

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Prototype

Best example of a category (e.g., Golden Retriever for “dog”)

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Script

Knowledge of how to do something step-by-step (e.g., ordering at Starbucks)

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Goal Derived Categories

Things viewed as belonging in the same category as they fulfill the same goals

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Construal Level Theory

Describes 2 things:

  1. Different lvls of abstractness in associations that a consumer has about things

  2. How a consumer’s psychological distance influences the abstractness of associations and their behaviour

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Effective Use of Episodic Memory

Promoting empathy and identification
• Cueing and preserving episodic memories
• Reinterpreting past consumption experience

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What are the 2 Types of memory

Explicit vs Implicit

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Explicit memory



Consumers are consciously aware that they remember
something

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Implicit memory


•Consumers are not consciously aware that they remember
something
•This leads to processing fluency

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Why does conusumer knowledge differ

Culture affects how associations are correlated

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Expert consumer that have:

rich associative network

more graded and refined taxonomy

exhibit high flexibility in activating suitable association

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Retrevial Faliures/ Why We Forget

Decay
Interference
Primacy effect
Recency effect

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Decay

Info Fades over time

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Interference

Other info distrupts memroy

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Primacy effect

We remember the first things better

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Recency effect

We remember the last things better

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Characteristics of Stimulus

• Salience
• Prototypicality
• Redundant cues
• Medium in which the stimulus is processed

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Memory can be subject to

Selection
• Confusion
• Distortion

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Enhancing retrieval

Characteristics of the stimulus: uniqueness
• What the stimulus is linked to
• The way the stimulus is processed
• Consumer characteristics