knowing how memory works helps marketers to understand ... · “without understanding how memory...
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Knowing how memory works
helps marketers to understand
what can be done to help
consumers remember product
and brand information
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“an active mental system that receives,
stores, organises, alters and recovers
information” (Baddeley, 1990)
“Without understanding how memory works
it will not be possible to fully appreciate how
consumers reason, make decisions and solve
problems, since most consumer decisions are
dependent on memory” (Jansson-Boyd, 2010)
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A personal record of past experiences which
can help us to learn new information
Influence how we perceive stimuli
Guide our behaviour (Palmeri and Gauthier,
2004)
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Retrieval:
Information
is recovered
from memory
when needed
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Memory processes are important because consumers act on the basis of cognitions which are stored in memory and influence how incoming stimuli are interpreted
The challenge for marketers is to have consumers remember your name and brand in preference to those of competitors
The fastest rate of forgetting occurs soon after learning has occurred – how do advertisers counter that?
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Sensory
memory Short term
memory Long term
memory
Forgotten material
Information
Elaborative rehearsal
Maintenance
Rehearsal
loop
Temporary storage of
sensory information –
less then 1 second
Brief storage of information
currently being used. Limited
Capacity. Less then 20 seconds
Long term/
Permanent.
Unlimited
capacity
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Sensory memory stores after images which are lost quickly through decay unless capturing sufficient attention and further processing
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Short term memory temporarily
stores and processes information
to comprehend meaning – it is
limited by both time and space.
Information not rehearsed is lost
through decay
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Long term memory is the
long term store for
information which is
coded in a variety of
different ways
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The structure of LTM is like a spider’s web. Each piece of consumer related information
Is linked directly or indirectly to other pieces of information to form an associative
Network (Anderson, 1983)
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Semantics is the study of meaning. It
focuses on the relation between
signifiers, such as words, phrases,
signs, and symbols, and what they
stand for.
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Semantic encoding – an object is not
directly represented in memory but
rather in terms of its meaning for the
individual (networks of knowledge eg Nike
shoes = cushioned, Swoosh, lightweight)
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Scripts – represent series of actions
based on previous events which
influence future actions when a
similar situation occurs (enter store,
go straight ahead to fruit and
vegetables, turn left to milk)
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Visual encoding – using mental
images to store information often
leads to strong long term memory
for material (eg Calvin Klein,
Benetton)
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Encoding specificity: memory performance is
best when elements of the encoding and
retrieval environments are similar. If the
context of an advertisement can be created
at point of sale it can aid recognition and
recall of product/brand information
(Bettman, 1979)
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Messages with unique aspects are more likely to be remembered (Guinness)
The beginning and end of messages are more likely to be remembered (“Washes whiter” at beginning and end)
Messages that encourage immediate rehearsal of material stimulate it’s retention (jingles – “that’s ASDA price”). Asda is an abbreviation of Asquith and Dairies, a British supermarket chain.
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If material lends itself to “chunking”
more information can be processed and
retained (“New action ball tabs from
Vanish – 1 chunk – Give power of
whitening in your wash – 1 chunk – So
stains vanish – 1 chunk.)
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Memory is cue dependent (characteristics
of the learning situation)and presentation
of relevant cues will stimulate recall
Material that is meaningful to the
individual is learned more quickly and
more likely to be remembered
Visual content is frequently more
memorable than verbal content
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Cue dependency
Meaningful and
relevant
Content is largely visual
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The pink bunny from
the TV commercial is
added to the packaging
to aid brand recall at
point of purchase (Solomon, 2006)
Illustrates cue dependency – the
stimulus was present in the learning
environment
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Familiarity with an iconic
symbol enhances brand
recall. Jolly Green Giant has
appeared in ads and
packaging for
30 years...yo ho ho!
Important in creating and
maintaining awareness Solomon 2006
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The “mere exposure effect”: customers
prefer similarity
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Memory
system
A memory Encoding Retrieval
Short term
memory
Long term
memory
Semantic
encoding
Script
Visual encoding Encoding
specificity
Chunking
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