Information Processing: Part II MKT 750 Professor West

Helping Consumers Remember Forgetting implies foregone sales Have you checked your smoke detector battery lately? How old is your toothbrush? When did you last change your air filter? What can be done to speed product replacement?

Information Processing: Sensory Short Term Long Term Stimuli Exposure Involvement Attention Memory Motivation Ability Comprehension Opportunity Acceptance Retention

The Importance of Memory Marketers use memory-based criteria to judge the effectiveness of their efforts Ad claims – e.g. day after recall Package and brand recognition Beliefs and brand associations are indicators of “brand equity”

The Memory Process

Relationship of Memory Stores

Encoding & Retrieval Exposure Attention Retention Signal Strength Sensory Register Short Term Memory Long Term Memory Incoming Information Pertinence Encoding (Rehearsal) Retrieval (Cues)

Facilitating Encoding Elaboration Closure Repetition & Rehearsal Jingles Generating Affect Humor (tricky) Personal Linkages Autobiographical Memories

Ads can evoke feelings or emotions by triggering autobiographical memories Hallmark, McDonalds, Kodak There is a bias toward retrieving positive memories which result in… More feelings during an ad More favorable attitude toward the ad and the brand

Facilitating Encoding A Picture is Worth a 1000 Words Memory for faces of high school classmates was 75% correct up to 40 years after graduation Recognition rates for 600 ads! (Shepard) Time Delay 0 2 hrs 3 days 7 days 120 days % correct 98% 99% 92% 87% 58%

Facilitating Retrieval Encoding-specificity Memory is context dependent, thus memory performance is improved when contextual cues present at encoding are retrieval are the same

Recall versus Recognition Recall involves asking the consumer to report what they have seen without any cues. Number of Associations Recognition involves showing consumers ads or products and asking whether they have seen them before. Distinctiveness

The Process of Memory Memory is constructive People don’t retrieve an exact copy of an event from memory. What is retrieved are partial details and we “fill in the blanks” based on what else we know. This can lead to “misremembering” Energizer Bunny

The Process of Memory Memory may be reconstructive as well People’s recollections can be changed based on an intervening event. Memory for a brand experience can be shaped by seeing an ad post-experience. Orange Juice Study (Braun 1999)

The Process of Memory Memory may be reconstructive as well Showing ads with autobiographical references can cause people to misremember childhood experiences (Braun, Ellis, and Loftus 2002)

Group Exercise: 20 minutes Work with your class members on developing a plan to speed up the replacement cycle for: Energizer batteries in smoke detectors Colgate toothbrushes EZ Flow air filters for your air conditioner Support your recommendations using what we know about information processing and memory Assign someone to present your plan to the class

Assignment Begin working on the Marketing Yourself exercise – Due next Wednesday! We will discuss the case next time.