Class4 - WelcometoSession4 Lecture Inclasscase Individual Consumer Personality/Demogs Environmental Characteristics Culture Stimuli Selection

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    Welcome to Session 4:  Understanding Consumers Lecture +  In-class case
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Information Processing Model of CB Interpretation/ Perception Attitudes: Like/Dislike information Memory/Prior Knowledge Individual Consumer: Personality/Demogs Environmental Characteristics: Culture Stimuli beliefs Selection: Exposure/ attention… Choice
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    Memory is a vital influence on  consumer behavior When I buy toothpaste, I simply remember  what I bought last time.   I avoid eating at an Indian restaurant in Hong  Kong because I got food poisoning there –  and I have a vivid memory of that experience I go to the Hong Kong Rugby Sevens every  year because of my memories of past  experiences
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    Topics Types of memory: Short-term and Long-term Short-term Memory How to increase capacity Long-term memory How stored How retrieved How to improve retrieval Measures of memory Threats to Retrieval Forgetting/Extinction
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    Types of Memory Short-term Memory Long-term Memory What are they?  (what functions do they  serve?)
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    Types of Memory What are they? STM = Workshop LTM = Storage Space Kitchen analogy Car example…(next slide)
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    Short Term Memory (STM) Example: Your friend tells you a car price:  4  year old Honda Accord going for 80,000 HKD How do you decide if it’s expensive? STM = workshop : information is processed  here. Contains incoming info, plus information from LTM
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    Short Term Memory (STM) Properties of STM Duration in STM < 1 minute STM info can just get ‘lost’, (happens most of the time) Gets stored in LTM ONLY if you make the effort to  process carefully Example:  hear a new phone number, will stay in STM  for a little while, but will get lost unless you rehearse  carefully So:  Duration is limited
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    Short Term Memory (STM) Properties of STM Capacity is also limited….Can’t keep too  many units of information together in STM… For most people, capacity = approx 7 units at  any one time E.g., very hard to keep a 10-digit phone number in  your short-term memory…
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    MEMORY TEST… OHP
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    Memory Test… m a c a u c h i n a e n g l a n d s p a i n u s
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    How to increase STM  capacity? “Chunking” done to increase capacity chunking = combining units By chunking units, you reduce the number of  separate units you have to remember That’s one reason to use acronyms as your  brand name Instead of having to remember “Kentucky Fried  Chicken (many syllables), just have to remember  “KFC”
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    Long Term Memory (LTM)  (LTM = what we usually mean by “memory”)
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This note was uploaded on 10/14/2010 for the course MARK 529 taught by Professor Jaideep during the Fall '10 term at HKUST.

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Class4 - WelcometoSession4 Lecture Inclasscase Individual Consumer Personality/Demogs Environmental Characteristics Culture Stimuli Selection

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