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managers are interested in terms of ad recall, but also seek to accelerate the process when unfavorable publicity or outdated product images are present.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