Chapter 9
what strategies can marketers use to deal with memory interference?
- Avoid competing advertising - Strengthen initial learning - Reduce similarity to competing ads - provide external retrieval cues
Factors affecting information retrieval from memory
- retrieval failures or extinction - strength of learning - memory interference - response environment
What factors affect the strength of learning?
1. Importance 2. Message Involvement 3. Mood 4. Reinforcement 5. Repetition 6. Dual Coding
How does episodic memory relate to flashbulb memory?
A flashbulb memory is a special type of episodic memory that is specific to a surprising and novel event.
Why are marketing managers interested in extinction and retrieval failure?
Consumers forget brands, brand associations, and other information. Marketing managers are interested in terms of ad recall, but also seek to accelerate the process when unfavorable publicity or outdated product images are present.
The nature of short-term memory in terms of its endurance and capacity
STM is short-lived and has limited capacity.
How does self-referencing relate to strength of learning and retrieval?
Self-referencing increases message involvement, which improves learning and memory.
product positioning
a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment
flashbulb memory
acute memory for the circumstances surrounding a surprising and novel event
analogical reasoning
an inference process that allows consumers to use an existing knowledge base to understand a new situation or object
learning
any change in the content or organization of long-term memory or behavior
punishment
any consequence that decreases the likelihood of a behavior
reinforcement
anything that increases the likelihood that a given response will be repeated in the future.
imagery
concrete sensory representations of ideas, feelings, and objects. It permits a direct recovery of aspects of past experiences.
cognitive learning
encompasses all the mental activities of humans as they work to solve problems or cope with situations. Involves learning ideas, concepts, attitudes, and facts that contribute to our ability to reason, solve problems, and learn relationships without direct experience or reinforcement.
self-referencing
indicates that consumers are relating brand information to themselves
analytical reasoning
individuals use thinking to restructure and recombine existing and new information to form new associations and concepts. Most complex form of cognitive learning.
iconic rote learning
learning a concept or the association between two or more concepts in the absence of conditioning
script
memory of how an action sequence should occur
stimulus generalization
occurs when a response to one stimulus is elicited by a similar but distinct stimulus. (rub-off effect)
memory interference
occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way
perceptual mapping
offers marketing managers a useful technique for measuring and developing a product's position
long-term memory (LTM)
portion of total memory devoted to permanent information storage.
short-term memory (STM)
portion of total memory that is currently activated or in use. (working memory)
stimulus discrimination
process of learning to respond differently to similar but distinct stimuli
vicarious learning
same thing as modeling.
semantic memory
the basic knowledge and feelings an individual has about a concept.
operant conditioning
(instrumental learning) involves rewarding desirable behaviors with a positive outcome that serves to reinforce the behavior. The more often a response is reinforced, the more likely it will be repeated in the future.
How does a schema differ from a script?
A script is a special type of schema that organizes an action sequence.
pulsing
Any time it is important to produce widespread knowledge of the product rapidly, such as during a new-product introduction, frequent (close together) repetitions should be used.
Why is stimulus discrimination important?
It is critical for marketers who want consumers to perceive their brands as possessing unique and important features compared to other brands.
When do marketers use stimulus generalization?
Marketers use stimulus generalization for brand extension.
Memory's role in learning
Memory is the result of learning
Types of memory
STM and LTM
Why is it useful to match the retrieval and learning environments?
The more the retrieval situation offers cues similar to the cues present during learning, the more likely effective retrieval is to occur.
classical conditioning
The process of using an established relationship between one stimulus and response to bring about the learning of the same response to a different stimulus.
product repositioning
a deliberate decision to significantly alter the way the market views a product
schema
a pattern of associations around a particular concept. Also known as schematic memory or a knowledge structure.
conditioning
a set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned
Low-involvement learning
a situation in which the consumer has little or no motivation to process or learn the material
high-involvement learning
a situation in which the consumer is motivated to process or learn the material
concepts
abstractions of reality that capture the meaning of an item in terms of other concepts
brand leverage
often termed family branding, brand extensions, or umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products.
explicit memory
the conscious recollection of an exposure event
maintenance rehearsal
the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to LTM
extinction
the diminishing of a conditioned response
retrieval failure
the inability to recall long-term memories because of inadequate or missing retrieval cues. Forgetting
Accessibility
the likelihood and ease with which information can be recalled from LTM
episodic memory
the memory of a sequence of events in which a person participated
implicit memory
the nonconscious retrieval of previously encountered stimuli
shaping
the process of encouraging partial responses leading to the final desired response
modeling
the process of observing and imitating a specific behavior
brand image
the schematic memory of a brand. It contains the target market's interpretation of the product's attributes, benefits, usage situations, users, and manufacturer/marketer characteristics.
elaborative activities
the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information
brand equity
the value consumers assign to a brand above and beyond the functional characteristics of the product
advertising wearout
too much repetition can cause consumers to actively shut out the message, evaluate it negatively, or disregard it