Memory
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Learning Objectives (continued)
• Memory systems work.
When you finish this chapter, you should understand why:
• The other products we associate with an individual product
influences how we will remember it.
• Products help us to retrieve memories from our past.
• Marketers measure our memories about products and ads.
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Memory
• Memory refers to the
processes that are used to
acquire, store, retain, and
later retrieve information.
There are three major
processes involved in
memory: encoding, storage,
and retrieval.
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Role of Memory in Learning
• Memory: acquiring information and storing it over time so that it
will be available when needed.
• Information-processing approach;
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How Information Gets Encoded
• Encode: mentally program meaning
• Types of meaning:
• Sensory meaning, such as the color or shape of a package
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• Semantic meaning: symbolic associations
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• Episodic memories is a person's memory of a specific event. Because each person
has a different perspective and experience of an event, their episodic memory of that
event is unique. Episodic memory is a category of long term memory that involves
the recollection of specific events, situations, and experiences. Example like your
first day of school, attending a friend's birthday party, your brother's graduation are
all examples of episodic memories.
• Narrative: memories store information
we acquire in story form
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Figure 3.5 The Memory Process
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Cognitive Learning Theories: Observational Learning
• Observational learning describes the process of learning by watching others, retaining the
information, and then later replicating the behaviors that were observed. ... In psychology, this is
referred to as observational learning
• We watch others; we model behavior
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• Conditions for modeling to occur:
• The consumer’s attention must be directed to the appropriate model
• The consumer must remember what the model does and says
• The consumer must convert information to action
• The consumer must be motivated to perform actions
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Figure 3.3
The Observational Learning Process
• Modeling: imitating others’ behavior
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Retrieval for Purchase Decisions
• Retrieving information often requires appropriate factors and cues:
• Physiological factors that influence consumer behaviour: Motivation,
perception, learning, and attitude or belief system.
• Situational factors
• Consumer attention; pioneering brand; descriptive brand names
• Viewing environment (continuous activity; commercial order in
sequence)
• Post experience advertising effects
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Pioneering brand
• Apple has created a tech culture that has become synonymous with innovation.
• Nike is another brand that is led by a strong, recognizable logo., Nike is in pole position when it
comes to innovating new technologies and materials to bring the best in sportswear to its consumers.
Pioneering products and a clever slogan has pushed Nike onwards and upwards.
• Microsoft may be a technology company developing both hardware and software,
• Coca Cola has cleverly marketed itself since 1886 as so much more than just a fizzy drink, staying
ahead of trends and continuing to evolve successfully to build up a brand, not just a company. From
its highly anticipated yearly Christmas adverts to its personalized named bottles and cans, Coca Cola
has stayed ahead of its competitors by bringing a strong brand message of happiness and optimism to
its consumers and keeping up good company values.
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Descriptive brand
• Descriptive brand name is a brand name that clearly
describes what it refers to (e.g., a feature, product,
service, or organization)
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What Makes Us Forget?
• Appropriate factors/cues for retrieval:
• Salience/von Restroff effect
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The Von Restroff Affect
Occurs when a highly unique item in a series is recalled more easily.
Also illustrates information salience, which is the idea that unique, novel,
moving, contrasting, colorful, etc. stimuli are more easily encoded and retrieved.
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The von Restorff Effect
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The Zeigarnik Effect
occurs if a task is
interrupted, material
relevant to the task
tends to be
remembered. E.g., Here, build a story
About a person doing
stories that are cut in
the middle--taster’s Something difficult, and
choice. Bud--frogs Then stop just before
Climax. Will increase
and Tasters’ Choice. Interest in and recall
Of story.
Zeigarnik Effect
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The Marketing Power of Nostalgia
• Marketers may resurrect popular characters to remind loving
memories of the past
• Nostalgia
• Retro brand
• Retro branding is described as the process of developing a brand
based on its history and accompanying nostalgia. People prefer
retro brands because they remind them of their childhood. They
are a big success because of the emotional relationship they
have with people.
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Discussion
• What “retro brands” are targeted to you? Were these brands that
were once used by your parents?
• What newer brands focus on nostalgia, even though they never
existed before?
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Chapter Summary
• Marketers need to know how consumers learn in order to develop
effective messages.
• Conditioning results in learning and learned associations can generalize
to other things.
• Learning can be accomplished through classical and instrumental
conditioning and through observing the behavior of others.
• We use memory systems to store and retrieve information.
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Disclaimer:
The contents of these slides are adapted from book Consumer Behavior
by Michael R. Solomon. It is solely for the purpose of teaching marketing
concepts and assessing consumer behavior insight for students studying at Iqra
University.
