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09.17.09 CLASS NOTES- Memory

09.17.09 CLASS NOTES- Memory - i Forgetting ii Interference...

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09/17/09 THOUGHT QUESTION 1. How can you make advertising content more memorable to consumers? MEMORY I. Short-Term Memory [ importance, repetition ] a. Definition: Relatively small capacity i. Example: when asked to memorize a list of items at a store to buy, how  many do you remember & for how long? ii. Referred to as “Working Memory” *If information is important, or is repeated, it goes to long-term memory. II. Long-Term Memory [ categories (info links) ] a. Larger Capacity b. Information Organized III. Retrieval [ forgetting (lost info between links), interference, extension ] Difficulties a. Information is long-term memory, but is hard to retrieve     name  all “M” states  (8)
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Unformatted text preview: i. Forgetting ii. Interference b. Information has left long-term memory i. Extinction IV. Nostalgia a. A preference for things that were popular when one was younger i. Individuals have different levels of nostalgia-proneness. ii. The age at which nostalgia is rooted differs by product category 1. Music: 23.5 years old or less iii. Nostalgia is used in marketing here & abroad. V. Factors that Influence Memory a. Primacy & Recency i. Primacy Effect: remembering items at the start of a list or message ii. Recency Effect: remembering items at the end of a list or message b. Script (ATM’s) i. Definition: an expected sequence of events...
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