Memory

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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?"


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