1. Memory’s Fragile Power Chapter 8 La Donna White Amy Thomas November 5, 2003

2. Memory’s Fragile Power Life needs the myth making of memory. Research has shown that memories are malleable – not only do they fade or disappear over time, they change every time they come to mind, with every new human experience.

3. Memory’s Fragile Power How Memory Works Three elements of memory 1. Engrams 2. Short-term Memory 3. Long-term Memory Memory is made up of three different elements which work together to create an experience.

4. Memory’s Fragile Power How Memory Works Three elements of memory Various things can activate ones memory. Cues Metaphors Goals or Purposes

5. Memory’s Fragile Power How Memory Works Types of Memory Semantic – what & how Episodic – where, when & with whom Procedural – learned skills Learning vs. Memory

6. Memory’s Fragile Power How Memory Works The Unconsciousness of Memory Explicit – memories that are voluntarily brought to mind Implicit – memories that cannot easily be recalled; however, they affect our conscious thoughts

7. Memory’s Fragile Power Memory Storage & Retrieval Encoding Process – recording new information in memory at an unconscious level. Memory Trace – a neurological representation in the brain (engram). Retrieval Process – the interaction of a cue, situation and engram Experience with brand/ company Encodin g Process Memory Trace Retrieva l Process Conscious Memory

8. Memory’s Fragile Power Memory Storage & Retrieval Influences on the Encoding of a Memory Encoding Personally Important Deeply Emotional Distinctive Action-oriented/Involvement Frequently Rehearsed Mood congruity and storytelling ability Retrieval of Information Situation Goals and Purposes Expectations Mood Other People Cues

9. Memory’s Fragile Power Memory Reconstruction Memories are stored in chunks of information throughout the brain, and they are reassembled during the retrieval process. Therefore, memories always change depending on the circumstances. Triggering Cue Imagination Backward Framing Forward Framing

10. Memory’s Fragile Power Memory Storage & Retrieval False Memories????

11. Memory’s Fragile Power The Role of Mood & Memory Emotions and moods affect the encoding and retrieval of memories. This is important to marketers because any information prior to an advertisement will affect the mood of the consumer and therefore affect the encoding and retrieval processes. Mood-Dependent Memory Mood-Congruent Memory

12. Memory’s Fragile Power In Conclusion: Memories don’t simply record consumer’s pasts; they link their pasts, presents and futures. Memories are malleable. Memory is selective; what consumers already know shapes what they encode and retrieve. Memory systems can contain only so much information; consumers recall only what suits the moment. Memory stores both generic and specific information.

13. Questions?