Lecture 5: Memory

Lecture 5: Memory

1. Human Memory is a cognitive system composed of three stages that work together constructively to encode, store and retrieve information.

2. Three different processes: Sensory memory/ Short Term Memory/ Long Term Memory

   • Short-Term Memory
     • Involves conscious activation of knowledge from LTM/ Limited storage capacity / Info. is retained very shortly (30 sec)/ Similar to PC (Data are stored that are in use)/ After usage - decide what to do with info: forget or elaborate on it (Enters LTM)
       • Attention: Info. that passes through an attentional gate is transferred to short-term memory. Recall session 1: Type of stimuli that increase arousal. Selective attention is governed by our arousal level. People are subject to encode arousal info. than neutral info.
   • Sensory Memory
     • Perceived information/ See and Store (1 sec)/ Info. passes through an attention gate is transfer to STM/ Arousal info. more effective than neutral info.
   • Long-Term Memory
     • Unlimited storage capacity/ Structure is based on meaningful connections in an associative network/ Theoretically a LTM has an unlimited storage capacity/ Marketing knowledge gets stored in an associated network.
       • Elaborative Rehearsal: Info. subjected to elaborative rehearsal or deep processing (e.g. its meaning is considered) is transferred to long-term memory. Info. that arouses us/ High involvement info. - more likely to elaborate on it and store it in your LTM/ Info. that fits with our previous experience/ Info that is repeated - repetition is also a way to store info. in LTM.

3. Spreading Activation Theory

   • Theory that brings into mind a brand (e.g. Apple) when you prime a certain word (creative). This is because you have a strong association with a word.
     • Priming a concept can increase the accessibility and evaluation of related concepts. (e.g. pic of cats increases evaluation oof the brand PUMA.
     • Success of implicit brand primes will depend on the strength of association between the brand node and the implicit prime, and the strength of the association between the prime and competing brands.
   • Implicit Brand Stimulus: When we prime certain things that are related to the brand.
     • Success depends on the strength of association between the brand node and the implicit prime, and the strength of the association between the prime and competing brands.
       • What to Prime?
         • Implicit Brand Cues (Slogan, Fonts, Colours, Typical usage situations etc.)
         • Secondary associations: four elicitation techniques; Mood board (retrieve associations/ give random pictures and get their response. Describing a brand in terms of an animal, celebrity or smell.

Bilder und Dateien der Mindmap