Memory
Quantity/capacity of workbench memory
+/- 7
3 Benefits of First Mover (pioneer) advantage
(1) Automatic prototype (2) Easier recall increases sales (3) Used as a measuring stick
2 Effects for Companies of brand personalities:
(1) Differ products from competition (2) Build brand equity/value
5 Things that influence our concepts of "Categories"
(1) How we learn it (2) What is important to us (3) What we're told (4) Culture (5) Expertise
3 'Pairs' of things that influence memory?
(1) Primacy & recency (2) Incongruity & novelty (3) Organizad vs. Random
7 Ways to Enhance memory (Mr. Creed)
(1) Rehearsal (2) Dual Coding (3) Chunking (4) Meaningful encoding (5) Encoding specificity (6) Recirculation (7) Elaboration
3 Types of Memory:
(1) Sensory (2) Short-term [workbench] (3) Long-term
List 5 Dimensions of Brand personality: (CRESS)
(1) Sincereity (2) Competence (3) Excitement (4) Ruggedness (5) Sophistication
What are the 3 levels of categorization?
(1) Superordinate (2) Basic (3) Subordinate
How many seconds does sensory memory last?
1
How long (seconds) is workbench memory?
<30 seconds
What is a schema?
A set of associations linked to a concept
What is product repositioning? Example?
Alter way market views the brand (maybe using placement) Ex: Gum
What is Chunking? Example?
Grouping multiple stimuli by meaning. PAPA
What is a script schema? Ex?
Knowledge of a sequence of actions involved in a given activity. Doctors office, cop pulled over
Workbench/shortterm Memory: Capacity? Duration?
Limited capacity, limited duration
What memory has semantic meaning?
Long-term
What is an associative network?
Mental pathways that link knowledge within memory
What is rehearsal? Fun fact?
Mentally repeating the thought/info. Weakest form bc it's prone to distractions
What 2 types of stimuli lend themselves to elaboration?
New, Unexpected
Type of memory failure - short term memory:
Rehearsal/Elaboration failure
What is recirculation? Example?
Repeated exposure (6x). 800-588-2300
Type of memory failure - long term memory:
Retrieval failure
What memory has echoic storage?
Sensory
What memory has iconic memory?
Sensory
What is elaboration? Example?
Transference of info into long-term memory if processed at deeper levels. Storylines.
Sensory Memory: Capacity? Duration?
Unlimited capacity, very limited duration
What is brand leverage?
Using a successful brand and extending it to new products
What is dual coding? Example?
Using two different sensory traces/channels to remember something. Seeing it & writing it down
What memory has coding?
Workbench
Between what two stages of memory does meaningful encoding take place
Workbench to Long-term
What is an exemplar/prototype?
a concept within a schema that is the single best representative (or cognitive representation) of some category
What is brand personality?
collection of human characteristics that can be associated with a brand
what is subordinate categorization?
finer level of discrimination
What is episodic (autobiographical memory)?
knowledge about ourselves and our experiences
What is semantic memory?
knowledge about the world
what is superordinate categorization?
many shared associations; but also many different ones
What is encoding specificity? Example?
matching the context, taking test in room you learned info
Almost all consumer decisions include a component of WHAT
memory
Sleeper effect/Source amnesia:
memory of the message's source decays faster than the message
Experts have more (type of category) than novices
subordinate-level categories
What is echoic memory?
things we hear
What is iconic memory?
things we see
What is olfactory memory?
things we smell
Long-term Memory: Capacity? Duration?
unlimited capacity, unlimited duration
What is Meaningful Encoding?
Associating active info in short-term memory w/other info stored in long-term memory
What is social schema? Ex?
cognitive representation that gives a specific type of person meaning. Tatted doctor
what is basic categorization?
usually how people answer "what is this?"
