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Chapter 4
Memory & Knowledge
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Learning Objectives~ Ch. 4
Distinguish among sensory, working, long-term, implicit, and explicit memory, and explain why marketers must be aware of these different types of memory.
Describe how schemas and scripts affect consumers’ knowledge content.
Explain how and why the content and structure of knowledge, including associative networks, categories, and prototypicality, are relevant to marketers.
Discuss what memory retrieval is, how it works, and how marketers try to affect it.
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Memory
Consumer memory/retrieval
Knowledge, attitudes, & memory
Memory, retrieval, & decision making
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Memory & Retrieval
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Sensory Memory
Echoic—Hearing
Iconic—Seeing
Characteristics
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Short-Term Memory
Imagery processing
Discursive processing
Characteristics– Limited– Short lived
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Imagery
May help create liking for product
Stimulates memories of experiences
Impact:– Evaluation– Satisfaction
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Long-Term Memory
Autobiographical (episodic)
– Affects decision making
– Promotes empathy/identification
– Cueing/preserving
– Reinterpreting
Semantic
What are some of your childhood memories with brands?
Are those brands still in your life?
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Enhancing Memory
There are techniques to enhance your memory:
Chunking
Rehearsal
Recirculation
Elaboration
Why are these techniques key for advertisers/marketers to understand?
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Long-Term Memory Organization
Semantic/associative networks– Trace strength– Spreading of activation
Retrieval failures– Decay– Interference
Primacy & Recency
Retrieval errors
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Semantic (Associative) Network
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Types of Retrieval
Explicit Memory– Recognition– Recall
Implicit Memory
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Retrieval for Marketers
Communication objective
Affects consumer choices
Relates to advertising effectiveness
Consumer segments
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Enhancing Retrieval
Stimulus
Processing
Consumer characteristics– Mood– Expertise
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Characteristics of Stimuli
A stimulus is a cue that triggers something in your memory
What are examples of advertising/marketing stimuli?
Characteristics of Stimuli:
Salience
Prototypicality
Redundant cues
Medium
Processing in short-term memory
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Ad Stimuli: Old Spice Guy
A successful campaign to revamp a brand
©adage.com; ecosalon.com
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Linking Stimulus-Retrieval Cues
Brand Name
Logos
Package
Category Names
Typefaces
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Knowledge & Understanding
Knowledge content
Knowledge structure
Categorization
Comprehension
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Knowledge Content
Schemas & Associations
- Types of associations
- Favorability
- Uniqueness
- Salience
Types of schemas
Images
Scripts
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Images
Brand image
Brand’s personality
Brand extension
Licensing
Brand alliance
Protecting brand images
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Brand Personality Framework
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Marketing Implications
Creating new schemas, images, & personalities– Brand extensions– Licensing– Brand alliances
Developing existing schemas, images, & personalitiesChanging schemas, images, & personalitiesProtecting brand images
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Scripts
Special type of schemas that represent our knowledge of a sequence of actions involved in performing an activity– Helps marketers understand how consumers
buy & use an offering– May want consumer to consider brand as
part of scripted activity
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Knowledge Structure
Categories & their structures
Taxonomic structures
Goal-derived structures
Why consumers differ in their knowledge
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Taxonomic Category Structure
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Taxonomic Categories
Graded structure
Position to prototype
- Close
- Away
- Competitive
- Retail store & site design
What affects prototypicality?
Correlated associations
Hierarchical structure
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Hierarchical Structure Levels
Superordinate
Basic
Subordinate
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Goal-Derived Categories
Things belong in the same category if they fulfill same consumer goal
What are examples of your goal-derived categories?
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Construal Level Theory
Low-level construal—concrete
High-level construal—abstract
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Why Consumer Knowledge Differs
Cultural system– Associations linked to concept– Category members– Category prototypes– Correlated associations– Goal-derived categories
Level of product/service expertise
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Knowledge to Understand:
CategorizationInferences
Elaboration
Evaluation
Consideration & choice
Satisfaction
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Knowledge to
Understand: ComprehensionObjective
Subjective
Miscomprehension
Effects of:
- MAO
- Cultural system
Improving objective comprehension
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Comprehension & Product Warnings
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Consumer Inference~1Brand names/symbols inferences
- Misleading names/labels
- Inappropriate/similar names
Product features/packaging
- Product attributes
- Country of origin
- Package design
- Color
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Consumer Inference~ 2
Price
Retail atmospherics/display
Advertising/selling
Pictures
Language
Ethical issues
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Atmospherics Influence
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Language Inference
Juxtaposed imperatives
Implied superiority
Incomplete comparisons
Multiple comparisons
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Consumers make inferences based on a brand’s country-of-origin. This ad for Barilla pasta shows pictures of Parma, Italy, and of delicious looking Italian pasta. Barilla wants consumers to infer that since the Barilla brand is Italian, it must produce great tasting pasta.
Courtesy Barilla America Inc.
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Questions?