Bus 112 Exam 3 Study Outline

Bus 112 Exam 3 Study Outline - CHAPTER 8 Memory and...

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CHAPTER 8 Memory and Retrieval CHAPTER OUTLINE I. What Is Memory? A. Knowledge, Attitudes, and Memory 1. Memory and retrieval are affected by attention, categorization, and comprehension, and by attitude formation processes. B. Memory, Retrieval, and Decision Making 1. Memory and retrieval are important because information stored about an offering may be retrieved later and used to influence action toward it and the decisions made. 2. The information consumers receive about an offering is often acquired at a different time from when it is needed to make purchase, usage, or disposition decisions. II. What Are the Types of Memory? A. Sensory Memory 1. Echoic and Iconic Memory a) Echoic memories refer to things we hear. b) Iconic memories refer to things we see. 2. Characteristics of Sensory Memory a) Stored in actual sensory form b) Short-lived c) If information is not analyzed, it is lost from the sensory register. d) If it is relevant, we will be motivated to process it, and it will move to the next level of memory called short-term memory. B. Short-Term Memory 1. Characteristics of Short-Term Memory a) Limited—only a certain number of things can be stored in short-term memory b) Information stored in short-term memory is short-lived unless transferred to long-term memory. C. Long-Term Memory 1. Autobiographical Memory a) Represents knowledge we have about ourselves and our past b) Reflects things that have happened to us as well as emotions and sensations c) Tends to be primarily sensory d) In a consumer context, autobiographical memories can relate to acquisition, consumption, and disposition. 2. Semantic Memory a) Knowledge about the world that is detached from specific episodes C. Marketing Implications 1. Each consumer has a large storehouse of consumer-related experiences whose affective associations can affect how products and services are evaluated.
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2. Eliciting autobiographical memories can play a role in advertising effectiveness by promoting empathy and identification. 3. Consumers value some products because the products promote autobiographical memories by stimulating feelings of nostalgia. 4. Advertising can cause consumers to reinterpret their autobiographical memories. III. How Memory Is Enhanced A. Chunking 1. A chunk is a group of items that can be processed as a unit. 2. Because we can only process three to four chunks at any time, marketers can increase the likelihood that individuals will be able to hold information in STM and then transfer it to LTM if we provide larger bits of information that chunk smaller bits together. a) For example, telephone numbers that are words (1-800-CAL-HOME) may be easier to remember. B. Rehearsal 1. Means we actively and consciously interact with the material we are trying to remember. 2.
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This note was uploaded on 07/17/2009 for the course BUS 112 taught by Professor Cho during the Fall '08 term at UC Riverside.

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Bus 112 Exam 3 Study Outline - CHAPTER 8 Memory and...

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