Sinem's Notes-Session 10

Sinem's Notes-Session 10 - MKT 313 I m . dim r412 CONSUMER...

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Unformatted text preview: MKT 313 I m . dim r412 CONSUMER BEHAVIOR I W3; Prof. Carolyn Yoon . 0 mmde 15,. Z, 1 ~ , + Lbnulg/ 31:6? . V it ‘ ‘ 3/ . Sessron 10 0 +0 74/112 37LONL Memory and Retrieval Winter 2011 © Copyright 2011 by Carolyn Yoon. All rights reserved Today - Knowledge and Comprehension (cont) - Memory and Retrieval Wed, Feb. 16 - Memory and Retrieval (cont) - Review Mon, Feb. 21' - Midterm exam Office Hours (in R5374) - Regular Office Hours - Thursdays, 3:30 - 5 pm - Extra Office Hours 0 Friday, Feb. 18, 1 — 3:30 pm (You will be able to sign up for slots via Google Docs on CTooIs.) Memory and Retrieval Consumer Memory - Consumer memory is a personal storehouse of knowledge and experiences about consumption-related stimuli ‘0 l Memory: Atkinson-Shiffrin Model mRehearsal Sensory Long-term memory Sensory Sensory Memory - Getting information in - Very limited duration - Keep only what is processed - Echoic vs. iconic mRehearsal Long-term memory Sensory Memory - Large capacity - Held for a very short duration - Attention determines what makes it into next stage Short-Term Memory Watch; we!» t 2\ - limited capacity (7 +/-2) items - take in from sensory memory and long-term memory t - persists as long as it is rehearsed @Rehearsal Long-term memory Short-Term Memory Capacity & “Chunking” Short-Term Memory (STM) - Can keep 5-7 items active, but must rehearse - Limited capacrty - Persists for a short duration - Rehearsal determines what stays - Discursive (words) vs. imagery (sensory form) processing How is Short-Term Memory Enhanced? - Chunking - Rehearsal Long-Term Memory (LTM) - Fed by STM , “if? _. ‘ (r4 ("1, ./ - Virtually unlimited capacity 1‘” WP“ ' ' ' - U A0 - Virtually unlimited duration v: / sm‘l WM - Getting into LTM takes effort ‘“ mehearsal Short-term Memory Long-term memory Retrieval Long-Term Memory - Long—term memory is the part of memory where the information is placed for later use Taxonomy of Memory Memory Sensory memory Short-term memory Long-term memory Declarative memory Procedural memory /\ Semantic memory Episodic memory Types of Memory 0 Procedural Memory 0 Knowledge of “How to do” 0 Skills, implicit, hard to verbalize - Declarative Memory 0 Knowledge “that. . . - Factual, Explicit Types of Declarative Memory 0 Semantic Memory: General knowledge & facts - Episodic memory: Personal experiences How is Long-Term Memory Enhanced? . . ’/Y¥/§NMD - Recrrculatlon f \ ° The Process by which information is [K Y=mx+b remembered via simple repetition without \\ Y=mx+b active rehearsal E Y=mx+b Y=mx+b g} - Elaboration Myv Processing at deeper levels Focusing on meaning helps encode information into LTM Don’t simply repeat items over and over Link the item to other information in memory ,- wink 4ka mscdlcd‘ignb 9 Organization of LTM: Semantic Associative Network \\ In-Class Exercise) ,4/ - Form small groups and interview one group member to identify how Nutri Grain cereal bars are represented in memory. - Use this information to generate ideas about positioning for Nutri Grain cereal bars. ...
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This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

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Sinem's Notes-Session 10 - MKT 313 I m . dim r412 CONSUMER...

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