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Chapter 7 Memory and Retrieval.

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Presentation on theme: "Chapter 7 Memory and Retrieval."— Presentation transcript:

1 Chapter 7 Memory and Retrieval

2 Learning Objectives Memories Using memory for effective strategy
Sensory Short-term Long-term Using memory for effective strategy How retrieval works and how to affect it

3 What Is Memory? Consumer memory/retrieval
Knowledge, attitudes, and memory Memory, retrieval, and decision making

4 Chapter Overview: Memory and Retrieval (Exhibit 7.1)

5 Sensory Memory Echoic—Hearing Iconic—Seeing Characteristics

6 Short-Term Memory Imagery processing Discursive processing
Characteristics Limited Short lived

7 Imagery Can Create liking for product
Stimulate memories of experiences Affect: Evaluation Satisfaction

8 Long-Term Memory Autobiographical (episodic) Semantic
Affects decision making Promotes empathy/identification Cueing/preserving Reinterpreting Semantic

9 Enhancing Memory Chunking Rehearsal Recirculation Elaboration

10 Organization of Long-Term Memory
Semantic/associative networks Trace strength Spreading of activation Retrieval failures Decay Interference Primacy & Recency Retrieval errors

11 Semantic (Associative) Network (Exhibit 7.6)

12 Types of Retrieval Explicit Memory Recognition Recall Implicit Memory

13 Retrieval for Marketers
Communication objective Affects consumer choices Relates to advertising effectiveness Consumer segments

14 Enhancing Retrieval Stimulus Processing Consumer characteristics Mood
Expertise

15 Characteristics of Stimulus
Salience Prototypicality Redundant cues Medium Processing in short-term memory

16 Linking the Stimulus-Retrieval Cues
Brand Name Logos Package Category Names Typefaces

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