1. Information Processing Model: Yielding & Retention
Stimuli
Exposure
Attention
MEMORY
Comprehension
Acceptance
Retention
stages called ‘perception’
in our text

2. Yielding / Acceptance
When consumers pay attention to advertising, they may experience:
Affective responses: feelings evoked by the ad
Cognitive responses: thoughts evoked by the ad

3. Cognitive Responses
CA = counterarguments * SD = source derogations SA = support arguments SB = source bolstering * most closely related to persuasion (negative)

4. Retention Types of memories semantic episodic narrative sensory
Left: language, logic, detail
Right: spatial relationships, holistic

5. Levels of Memory: sensory, STM, LTM
Sensory memory Properties of STM capacity time constraints transfer times
Capacity: 7 +/- 2 chunks
Time: 30 sec. then will fade away if not rehearsed/kept active
Transfer times: depends on retrieval goal---recall vs. recognition

6. Properties of LTM elements in LTM: cognitive, affective structure of LTM:
associative network: memory nodes containing bits of information are linked to other memory nodes in a series of hierarchical networks
spreading activation: focusing on one node will ‘activate’ related (linked) nodes/ideas as well

7. An Associative Network for Disney (partial)
castle
Toy Story
Magic Kingdom
Located in Orlando
Disney
Other FL theme parks
Mickey
Epcot
Walt Disney World Resort
princesses
Animal Kingdom
Disney stores
MGM Studios
Great Fun
Expensive

8. The Cycle of Remembering
Short-term Memory

9. The Cycle of Remembering
Learning
Short-term Memory
Long-term Memory

10. The Cycle of Remembering
Learning
(retention)
Short-term Memory
Long-term Memory
Retrieval

11. Memory Control Processes
Rehearsal maintenance rehearsal repetition when? massed vs. distributed how long? advertising wearout
Maintenance – repeat to self; ads can encourage by repeating info within ad
Wearout – combat by using different executions of same theme (CONSISTENCY of key info is imp.)

15. Memory Control Processes
Motivation incidental learning intentional learning
PENNY exercise

16. Motivation: Intentional vs. incidental exposure
As an illustration, try this:
on your notebook/paper, draw both
sides of a penny

18. Memory Control Processes
Coding elaborative operations self-referencing mnemonic devices organization of the material dual coding concrete vs. abstract pictures

19. Elaborative Operations:
A A S E M T X

20. Elaborative Operations:
A A S E M T X vs. TEXAS A M

21. Visual Representations Can Increase Memorability of Brands --- Dual Coding

23. Memory Control Processes
Retrieval retention vs. retrieval retrieval cues principle of encoding specificity recognition vs. recall tasks Response generation

24. Retrieval Cue

25. Memory Control Processes
Retrieval retention vs. retrieval part-list cueing retrieval cues principle of encoding specificity recognition vs. recall tasks Response generation

26. Enhancing Retention
Beyond what’s already been discussed (memory control processes): Reminders – product, promotions, internet Zeigarnik effect Time compressed speech