memory (CBA) Exam #1

sensory memory

store of what we encounter with our five sense

• echoic memory

• iconic memory

• olfactory memory

echoic memory

very brief memory of things we hear

iconic memory

very brief memory of things we see

olfactory memory

very brief memory of things we small

short-term (working) memory

portion of memory where incoming information is encoded and interpreted

• limited duration: < 30 seconds without some intervention

• limited capacity: ± 7 items

  • increases and decreases depending on consumer’s level of involvement

long-term memory

portion of memory where incoming information is encoded and interpreted

• autobiographical (episodic) memory

• semantic memory

• info is never lost, but sometimes cannot be retrieved

• essentially unlimited capacity and duration

autobiographical (episodic) memory

knowledge about ourselves and our experiences

semantic memory

knowledge about the world

consumers tend to remember…

• incongruity

• novelty

• serial position: remembering the first and last item

• organized vs random information

associative networks

information is stored in a network of mental pathways

• links (how recently they were encountered)

• spreading of activation

• link strength matters

  • stronger links: node(s) are more accessible in memory

  • weaker links: node(s) are less accessible in memory; may require more cues, more context

brands and associations

• create and strengthen desired links

• weaken undesired links

  • rebranding and repositioning after bad pr

schema

• set of associations linked to a concept

• a type of associative network that works as a cognitive rep phenomenon that provides meaning to that entity

script

• schema representing an event or situation

  • knowledge of a sequence of actions involved in a given activity

    • a visit to the doctor’s office (“hello how are you” “good” “what brings you in today?” “blah blah”)

social schema (social stereotype)

cognitive representation that gives a specific type of person meaning

• what owning a product says about you

  • owning an iphone makes people “cool”

brand (schema) personality

collection of human characteristics that can be a brand

5 dimensions of brand personality

1. sincerity/warmth

2. competence

3. excitement

4. ruggedness

5. sophistication

brand personalities help firms and consumers

firms: differentiate their products from the competition and build brand equity (value)

consumers: define their own self-concepts and express their identities to others

dual coding

encoding that occurs when two different sensory traces or channels are available to remember something

• taking notes: seeing it and writing it down

• TV/video ads vs. Radio/audio ads

enhancing memory tactics

• chunking

• meaningful encoding

• recirculation:

chunking

multiple stimuli into one/few units

• insurance company: 1-800-AUTO

meaningful encoding

linking information to other information stored in long-term memory; making it personally relevant

• common experiences, childhood memories

recirculation

repeating exposure

• jingles, slogans

elaboration

transference of information to long-term memory is processed at deeper levels

• story lines

• novel or unexpected stimuli

• content marketing

  • marketing strategy that creates and distributes attractive content that target audience wants with the goal of driving a profitable consumer relationship

  • information; entertainment; education; etc.

why is organized info > random info

organization has implications for learning, memory, retrieval

• organize into categories

why is categorization helpful for consumers?

• helps consumers know what it is, what it is like, what it is similar to

• consumers use their prior knowledge to label, identify, classify, set expectations of something new

taxonomic

• categorization

• similar objects in the same category

• objects in the same category have similar features

goal-derived (Ad Hoc) categories

• categorization

• things to do to relax on a saturday night

• things you do when dieting

• members are relevant to a goal

• we create our own categories and determine membership based on what we know (experiences, knowledge, rules, etc.)

graded structure

members vary in how well they are perceived to represent a category

prototype

• a member that is the “best representative

• a member with the most associations with the other members of category (and very few associations outside the category)

• can influence category structure

  • sets expectations

  • sets membership criteria

what influences our categories?

• what is important to us: goals

• culture

• expertise

experts

individuals whose prior knowledge of an object or task is well developed

• lots of experience

• familiarity

differ from novices

category structure is more developed

• have more categories, more associations and a better understanding

• have more subordinate-level categories

first mover advantage

• allows you to be the prototype

• easier recall → increased sales

• prototype’s brand name = product category name

brand positioning

• position close to prototype: “me too” brands

  • “we’re just like the prototype so buy us too”

• position away from prototype

  • “we’re not like the other brands”

• position relevant to goal

  • focus on goal

brand repositioning

deliberate decision to alter the way the market views the product

• can use physical placement to change categorization

  • proximity

  • context