Lecture 7 - Memory and Learning

Lecture 7 - Memory and Learning - LECTURE 7 Memory and...

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8 | 1 Karthik Easwar Consumer Behavior LECTURE 7 Memory and Learning
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8 | 2 Karthik Easwar Consumer Behavior Key Concepts Memories Sensory Short-term Long-term Using memory for effective marketing How retrieval works and how to affect it
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8 | 3 Karthik Easwar Consumer Behavior Chapter Overview: Memory and Retrieval (Exhibit 8.2)
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8 | 4 Karthik Easwar Consumer Behavior What Is Consumer Memory? Consumer memory is the personal storehouse of knowledge that we have about offerings and consumption experiences It can include product features, situational context for experiences, evaluations
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8 | 5 Karthik Easwar Consumer Behavior What Affects Memory? Memory and retrieval are affected by MAO Exposure Attention Categorization Comprehension
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8 | 6 Karthik Easwar Consumer Behavior How does memory affect decisions? It allows us to take information obtained, learned or stored at one time and reuse it to aid us in making decisions at another time.
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8 | 7 Karthik Easwar Consumer Behavior Sensory Memory The ability to store sensory experiences temporarily Usually lasts at most a few seconds This information is stored EXACTLY in the way we sense it.
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This note was uploaded on 11/08/2010 for the course BUS-M&L 750 taught by Professor Easwar during the Fall '10 term at Ohio State.

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Lecture 7 - Memory and Learning - LECTURE 7 Memory and...

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