Chapter 7 Memory and Retrieval Copyright Cengage Learning

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Chapter 7 Memory and Retrieval Copyright © Cengage Learning. All rights reserved. 7|

Chapter 7 Memory and Retrieval Copyright © Cengage Learning. All rights reserved. 7|

Learning Objectives 1. Memories – Sensory – Short-term – Long-term 2. Using memory for

Learning Objectives 1. Memories – Sensory – Short-term – Long-term 2. Using memory for effective strategy 3. How retrieval works and how to affect it Copyright © Cengage Learning. All rights reserved. 7|2

What Is Memory? • Consumer memory/retrieval • Knowledge, attitudes, and memory • Memory, retrieval,

What Is Memory? • Consumer memory/retrieval • Knowledge, attitudes, and memory • Memory, retrieval, and decision making Copyright © Cengage Learning. All rights reserved. 7|3

Chapter Overview: Memory and Retrieval (Exhibit 7. 1) Copyright © Cengage Learning. All rights

Chapter Overview: Memory and Retrieval (Exhibit 7. 1) Copyright © Cengage Learning. All rights reserved. 7|4

Sensory Memory • Echoic—Hearing • Iconic—Seeing • Characteristics Copyright © Cengage Learning. All rights

Sensory Memory • Echoic—Hearing • Iconic—Seeing • Characteristics Copyright © Cengage Learning. All rights reserved. 7|5

Short-Term Memory • Imagery processing • Discursive processing • Characteristics – Limited – Short

Short-Term Memory • Imagery processing • Discursive processing • Characteristics – Limited – Short lived Copyright © Cengage Learning. All rights reserved. 7|6

Imagery Can • Create liking for product • Stimulate memories of experiences • Affect:

Imagery Can • Create liking for product • Stimulate memories of experiences • Affect: – Evaluation – Satisfaction Copyright © Cengage Learning. All rights reserved. 7|7

Long-Term Memory • Autobiographical (episodic) – – Affects decision making Promotes empathy/identification Cueing/preserving Reinterpreting

Long-Term Memory • Autobiographical (episodic) – – Affects decision making Promotes empathy/identification Cueing/preserving Reinterpreting • Semantic Copyright © Cengage Learning. All rights reserved. 7|8

Enhancing Memory • • Chunking Rehearsal Recirculation Elaboration Copyright © Cengage Learning. All rights

Enhancing Memory • • Chunking Rehearsal Recirculation Elaboration Copyright © Cengage Learning. All rights reserved. 7|9

Organization of Long-Term Memory • Semantic/associative networks – Trace strength – Spreading of activation

Organization of Long-Term Memory • Semantic/associative networks – Trace strength – Spreading of activation • Retrieval failures – Decay – Interference • Primacy & Recency • Retrieval errors Copyright © Cengage Learning. All rights reserved. 7 | 10

Semantic (Associative) Network (Exhibit 7. 6) Copyright © Cengage Learning. All rights reserved. 7

Semantic (Associative) Network (Exhibit 7. 6) Copyright © Cengage Learning. All rights reserved. 7 | 11

Types of Retrieval • Explicit Memory – Recognition – Recall • Implicit Memory Copyright

Types of Retrieval • Explicit Memory – Recognition – Recall • Implicit Memory Copyright © Cengage Learning. All rights reserved. 7 | 12

Retrieval for Marketers • Communication objective • Affects consumer choices • Relates to advertising

Retrieval for Marketers • Communication objective • Affects consumer choices • Relates to advertising effectiveness • Consumer segments Copyright © Cengage Learning. All rights reserved. 7 | 13

Enhancing Retrieval • Stimulus • Processing • Consumer characteristics – Mood – Expertise Copyright

Enhancing Retrieval • Stimulus • Processing • Consumer characteristics – Mood – Expertise Copyright © Cengage Learning. All rights reserved. 7 | 14

Characteristics of Stimulus • • • Salience Prototypicality Redundant cues Medium Processing in short-term

Characteristics of Stimulus • • • Salience Prototypicality Redundant cues Medium Processing in short-term memory Copyright © Cengage Learning. All rights reserved. 7 | 15

Linking the Stimulus-Retrieval Cues • • • Brand Name Logos Package Category Names Typefaces

Linking the Stimulus-Retrieval Cues • • • Brand Name Logos Package Category Names Typefaces Copyright © Cengage Learning. All rights reserved. 7 | 16

Retrieval Retrieval RETRIEVAL RETRIEVAL Failure FAILURE Retrieval RetrievalRetrieval Retrieval RETRIEVAL RETRIEVAL Failure FAILURE Retrieval Retrieval
Forms of Retrieval Sequential Retrieval TwoStep Retrieval RetrievalForms of Retrieval Sequential Retrieval TwoStep Retrieval Retrieval
Memory Retrieval Getting Information Out Retrieval Retrieval isMemory Retrieval Getting Information Out Retrieval Retrieval is
MEMORY RETRIEVAL AND PROBLEMS AP Psychology Memory RetrievalMEMORY RETRIEVAL AND PROBLEMS AP Psychology Memory Retrieval
8 Copyright 2008 Cengage Learning Copyright 2008 Cengage8 Copyright 2008 Cengage Learning Copyright 2008 Cengage
Image Retrieval Chapter 5 Image Retrieval Information retrievalImage Retrieval Chapter 5 Image Retrieval Information retrieval
Longterm Memory Explicit memory Episodic Memory Semantic MemoryLongterm Memory Explicit memory Episodic Memory Semantic Memory
Memory Training Memory sensory memory vs shortterm memoryMemory Training Memory sensory memory vs shortterm memory
MEMORY ORGANIZATION Memory Hierarchy Main Memory Auxiliary MemoryMEMORY ORGANIZATION Memory Hierarchy Main Memory Auxiliary Memory
INFORMATION RETRIEVAL INFORMATION RETRIEVAL Information Retrieval IR isINFORMATION RETRIEVAL INFORMATION RETRIEVAL Information Retrieval IR is
Information retrieval 1 Boolean retrieval Information retrieval IRInformation retrieval 1 Boolean retrieval Information retrieval IR
Chapter 10 Memory Memory Memory persistence of learningChapter 10 Memory Memory Memory persistence of learning
2013 Cengage Learning Leadership 1 2013 Cengage Learning2013 Cengage Learning Leadership 1 2013 Cengage Learning
2013 Cengage Learning Leadership 1 2013 Cengage Learning2013 Cengage Learning Leadership 1 2013 Cengage Learning
Memory Part 2 Retrieval Retrieval is the processMemory Part 2 Retrieval Retrieval is the process