3.5- Levels of processing model

COGNITIVE APPROACH: Levels of Processing Theory

• Levels of Processing Model

  • Proposed by Craik and Lockhart (1972).

  • Explains how stimuli are processed and stored in memory.

  • Empirical support from Craik and Tulving (1975) through a series of 10 studies.

  • Focus on different strategies for remembering words.

Depth of Processing

• Key Concepts of the Model

  • Emphasizes the depth of processing in memory retention.

  • Deeper processing leads to longer-lasting memory traces.

  • Non-structured approach (contrasts with the multi-store model).

  • Memory is a by-product of processing rather than a store of information.

• Craik's Definition of Depth

  • Depth is defined as the meaningfulness extracted from stimuli rather than the number of analyses performed.

Memory Characteristics

• Model Propositions

  • Memory results from the depth of information processing.

  • No clear distinction between short-term and long-term memory.

  • Concentrates on processes, not structures, involved in memory.

  • Encoding methods influence recall effectiveness: The deeper the processing, the easier the recall.

• Processing Levels:

  • Structural (Shallow): Focus on physical appearance (e.g., typeface).

  • Phonetic (Shallow): Focus on sound similarities.

  • Semantic (Deep): Focus on meaning and associations.

Shallow Processing

• Types of Shallow Processing

  • Structural Processing: Encoding physical qualities.

  • Example: Appearance of letters in a word.

  • Phonemic Processing: Encoding based on sound.

• Limitations:

  • Shallow processing typically involves maintenance rehearsal (repetition).

  • Results in short-term retention (only rehearsal type in multi-store model).

Deep Processing

• Semantic Processing:

  • Involves encoding word meanings and connecting with similar words.

  • Emphasizes elaboration rehearsal (meaningful analysis through images, associations).

  • Leads to better recall through meaningful connections and prior knowledge.

  • Example: Interpreting an unfamiliar word in context.

Key Study: Craik and Tulving (1975)

• Aim:

  • To explore the effects of deep vs shallow processing on memory recall.

• Method:

  • Participants processed 60 words through answering one of three types of questions:

  • Structural (Visual Processing): "Is the word in capital or small letters?"

  • Phonemic (Auditory Processing): "Does the word rhyme with . . .?"

  • Semantic Processing: "Does the word fit in this sentence . . .?"

  • After processing, participants identified mixed words from a long list of 180.

• Results:

  • Higher recall rates for semantically processed words compared to phonemically and visually processed ones.

• Conclusion:

  • Semantically processed words allow for elaboration rehearsal leading to more accurate recall; shallow processes yield less accurate memory.

Application in Advertising

• Consider how principles of deep and shallow processing can be utilized in advertising strategies to enhance memory retention and recall of brands or products, utilizing catchy phrases, engaging visuals, and meaningful context.