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Memory . . .
. . . affects the exposure,
attention, and comprehension
stages
. . . allows consumers to
anticipate the stimuli they might
encounter
Multiple-Store Model of
Memory
Sensory Memory
Short-Term Memory
Long-Term Memory
Sensory memory-
Preattention stage
where a stimulus briefly analyzed to
determine if it will receive additional
processing.
Short-term memory-Information
temporarily stored while people are actively
processing it. E.g.RAM in a computer.
Long-term memory- Connected to shortterm memory through encoding and
retrieval processes.
E.g. disk drive in a computer.
Memory works like parallel processors.
Sensory Memory . . .
. . . consists of
firing of nerve
cells, short-term
in duration,
usually less than
a second.
Short-Term Memory. . .
. . . is the site where information is
temporarily stored while being
processed. Is also called working
memory.
Long-Term Memory
. . . has essentially unlimited capacity to
store information permanently.
Relative Superiority of
Picture Versus Word
Visuals- more memorable than verbal
Memory
counterparts, especially for low-involvement
Words with high-imagery content easier to
encode and retrieve than words low in
imagery and concreteness.
Words and pictures should complement
each other in ads.
Verbal material is better recalled in high
involvement conditions.
Memory-Control
Processes . . .
. . . are the methods
of handling
information which
may operate
consciously or
unconsciously to
influence the
encoding, placement,
and retrieval of
information.
Consumer Knowledge . . .
. . . is the amount of experience with
and information a person has about
particular products or services.
11 3
Associationist
Approaches to
Cognitive Knowledge
Position
in series
Late
Law of Contiguity
Semantic Memory
Networks . . .
Types of information
Brand names
Brands characteristics/attributes
Ads about brand
Product category
Evaluative (affective) reactions to the brand and
the ad.
Measuring Semantic
Memory Networks
Guided Associations
Semantic Memory
Network:
important for semiosis analysis.
OSU
Cowboys
Walt Garrison
Dallas
Football
Berry Sanders
Drugs Crime
MBA Program
class
Jobs
New job
money
Sports
my daughter
Sutton Holder
winning
Schemas . . .
. . . are organized sets of
expectations and associations about
an objects.
Forgetting
People forget because
even though
information has been
placed in long-term
memory, it may be
extremely difficult to
retrieve. This is called
a retrieval failure.
Interference Processes
Marketing mix.