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    Memory and Knowledge: Hoyer - Macinnis - Pieters

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    Angelo P. Nueva
    This document discusses different types of memory including sensory memory, working memory, long-term memory, episodic memory, semantic memory, explicit memory, and implicit memory. It also discusses how memory is enhanced through techniques like chunking, rehearsal, recirculation, and elaboration. Finally, it discusses factors that affect knowledge retrieval from memory like decay, interference, primacy and recency effects, as well as factors affecting retrieval like stimulus characteristics, links, processing, and consumer characteristics.

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    Memory and Knowledge: Hoyer - Macinnis - Pieters

    Uploaded by

    Angelo P. Nueva
    69 views14 pages
    This document discusses different types of memory including sensory memory, working memory, long-term memory, episodic memory, semantic memory, explicit memory, and implicit memory. It also discusses how memory is enhanced through techniques like chunking, rehearsal, recirculation, and elaboration. Finally, it discusses factors that affect knowledge retrieval from memory like decay, interference, primacy and recency effects, as well as factors affecting retrieval like stimulus characteristics, links, processing, and consumer characteristics.

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    consumer 4

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    Chapter-4

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    This document discusses different types of memory including sensory memory, working memory, long-term memory, episodic memory, semantic memory, explicit memory, and implicit memory. It also discusses how memory is enhanced through techniques like chunking, rehearsal, recirculation, and elaboration. Finally, it discusses factors that affect knowledge retrieval from memory like decay, interference, primacy and recency effects, as well as factors affecting retrieval like stimulus characteristics, links, processing, and consumer characteristics.

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    © All Rights Reserved
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    69 views14 pages

    Memory and Knowledge: Hoyer - Macinnis - Pieters

    Uploaded by

    Angelo P. Nueva
    This document discusses different types of memory including sensory memory, working memory, long-term memory, episodic memory, semantic memory, explicit memory, and implicit memory. It also discusses how memory is enhanced through techniques like chunking, rehearsal, recirculation, and elaboration. Finally, it discusses factors that affect knowledge retrieval from memory like decay, interference, primacy and recency effects, as well as factors affecting retrieval like stimulus characteristics, links, processing, and consumer characteristics.

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    © All Rights Reserved
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    of 14

    CHAPTER 4

    MEMORY AND
    KNOWLEDGE

    Hoyer | MacInnis | Pieters


    2

    Memory and Knowledge


    Consumer memory- The persistence of
    learning over time via the storage and
    retrieval of information, either
    consciously or unconsciously.

    Retrieval- The process of


    remembering or accessing what was
    previously stored in memory.
    3

    TYPES OF MEMORY

    Sensory Memory- Input from the five senses


    stored temporarily in memory.

    Working Memory- The portion of memory


    where incoming information is encoded or
    interpreted in context of existing knowledge
    and kept available for more processing.
    4

    TYPES OF MEMORY

    Long-term memory(LTM) - The part of memory


    where information is permanently stored for later
    use.
    Episodic(autobiographical)memory- Knowledge we
    have about ourselves and our personal, past
    experiences.
    Semantic memory- General Knowledge about an
    entity, detached from specific episodes.
    5

    TYPES OF MEMORY

    Explicit memory- When consumers are consciously


    aware that they remember something.

    Implicit memory- Memory without any conscious


    attempt at remembering something
    6

    How memory is Enhanced?

    Because we must attend to something before we can


    remember it, many of the factors that affect
    attention also affect memory and ultimately,
    recognition and recall.
    Recognition- The process of identifying whether we
    have previously encountered a stimulus when re-
    exposed to it.
    Recall- The ability to retrieve information from
    memory without being re-exposed to it.
    7

    Marketers can apply chunking,


    rehearsal, recirculation and
    elaboration to help consumers
    remember their brands,
    communications or offerings.
    8

    Knowledge Content, Structure and Flexibility

    ▸ Knowledge content reflects the information we


    have already learned and stored in memory
    about brands, companies, stores, people, how to
    shop and so on.

    ▸ Knowledge structure describes how we


    organize knowledge(both episodic and
    semantic)in memory.
    9

    Knowledge Content, Structure and Flexibility

    Schema- The set of associations linked to a


    concept.

    Marketers use Ads, packages, and Product


    Attributes to enhance Consumers' Knowledge
    About an offering. Marketers often want
    consumers to know more about their products.
    10

    Knowledge Content, Structure and Flexibility

    Spreading of Activation- The process by which


    retrieving a concept or association spreads to the
    retrieval of a related concept or association.
    Priming- The increased sensitivity to a certain
    concpets and associations due to prior experience
    based on implicit memory.
    Brand image- Specific type of schema that
    captures what a brand stands for and how
    favorably it is viewed.
    11
    Knowledge Content, Structure and Flexibility

    Brand Personality- The set of associations included in a


    schema that reflect a brand's personification.

    Script- A special type of schema that represents knowledge


    of a sequence of actions involved in performing an activity.

    Brand extension- Using brand name of a product with a well-


    developed image on a product in a different category.
    12

    MEMORY AND RETRIEVAL


    Marketers not only want
    consumers to store information
    in memory, properly categorized
    and with favorable, unique
    associations-- they want
    consumers to retrieve this
    information from memory when
    making decisions.
    13

    Three elements is particular contribute to retrieval failures:

    ▸ Decay- The weakening of memory stregth over


    time.
    ▸ Interference- When the stregth of a memory
    deteriorates over time beacause of competing
    memories.
    ▸ Primacy and recency effect- The tendency to show
    greater memory for information that comes first or
    last in a sequence.
    14

    Factors Affecting Retrieval

    Factors Affecting Retrieval


    1. The characteristics of the stimulus itself.
    2. What the stimulus is linked to.
    3. The way the stimulus is processed.
    4. The consumer's characteristics.

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