Information Processing Model: Yielding & Retention

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Presentation transcript:

Information Processing Model: Yielding & Retention Stimuli Exposure Attention MEMORY Comprehension Acceptance Retention stages called ‘perception’ in our text

Yielding / Acceptance When consumers pay attention to advertising, they may experience: Affective responses: feelings evoked by the ad Cognitive responses: thoughts evoked by the ad

Cognitive Responses CA = counterarguments * SD = source derogations SA = support arguments SB = source bolstering * most closely related to persuasion (negative)

Retention Types of memories semantic episodic narrative sensory Left: language, logic, detail Right: spatial relationships, holistic

Levels of Memory: sensory, STM, LTM Sensory memory Properties of STM capacity time constraints transfer times Capacity: 7 +/- 2 chunks Time: 30 sec. then will fade away if not rehearsed/kept active Transfer times: depends on retrieval goal---recall vs. recognition

Properties of LTM elements in LTM: cognitive, affective structure of LTM: associative network: memory nodes containing bits of information are linked to other memory nodes in a series of hierarchical networks spreading activation: focusing on one node will ‘activate’ related (linked) nodes/ideas as well

An Associative Network for Disney (partial) castle Toy Story Magic Kingdom Located in Orlando Disney Other FL theme parks Mickey Epcot Walt Disney World Resort princesses Animal Kingdom Disney stores MGM Studios Great Fun Expensive

The Cycle of Remembering Short-term Memory

The Cycle of Remembering Learning Short-term Memory Long-term Memory

The Cycle of Remembering Learning (retention) Short-term Memory Long-term Memory Retrieval

Memory Control Processes Rehearsal maintenance rehearsal repetition when? massed vs. distributed how long? advertising wearout Maintenance – repeat to self; ads can encourage by repeating info within ad Wearout – combat by using different executions of same theme (CONSISTENCY of key info is imp.)

Memory Control Processes Motivation incidental learning intentional learning PENNY exercise

Motivation: Intentional vs. incidental exposure ----------------------------------------------------------- As an illustration, try this: on your notebook/paper, draw both sides of a penny

Memory Control Processes Coding elaborative operations self-referencing mnemonic devices organization of the material dual coding concrete vs. abstract pictures

Elaborative Operations: A A S E M T X

Elaborative Operations: A A S E M T X vs. TEXAS A M

Visual Representations Can Increase Memorability of Brands --- Dual Coding

Memory Control Processes Retrieval retention vs. retrieval retrieval cues principle of encoding specificity recognition vs. recall tasks Response generation

Retrieval Cue

Memory Control Processes Retrieval retention vs. retrieval part-list cueing retrieval cues principle of encoding specificity recognition vs. recall tasks Response generation

Enhancing Retention Beyond what’s already been discussed (memory control processes): Reminders – product, promotions, internet Zeigarnik effect Time compressed speech

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