Chapter 4 Memory & Knowledge

Learning Objectives~ Ch. 4 Distinguish among sensory, working, long-term, implicit, and explicit memory, and explain why marketers must be aware of these different types of memory. Describe how schemas and scripts affect consumers’ knowledge content. Explain how and why the content and structure of knowledge, including associative networks, categories, and prototypicality, are relevant to marketers. Discuss what memory retrieval is, how it works, and how marketers try to affect it.

Memory Consumer memory/retrieval Knowledge, attitudes, & memory Memory, retrieval, & decision making

Memory & Retrieval

Sensory Memory Echoic—Hearing Iconic—Seeing Characteristics

Short-Term Memory Imagery processing Discursive processing Characteristics Limited Short lived

Imagery May help create liking for product Stimulates memories of experiences Impact: Evaluation Satisfaction

Long-Term Memory Autobiographical (episodic) Affects decision making Promotes empathy/identification Cueing/preserving Reinterpreting Semantic What are some of your childhood memories with brands? Are those brands still in your life?

Enhancing Memory There are techniques to enhance your memory: Chunking Rehearsal Recirculation Elaboration Why are these techniques key for advertisers/marketers to understand?

Long-Term Memory Organization Semantic/associative networks Trace strength Spreading of activation Retrieval failures Decay Interference Primacy & Recency Retrieval errors

Semantic (Associative) Network

Types of Retrieval Explicit Memory Recognition Recall Implicit Memory

Retrieval for Marketers Communication objective Affects consumer choices Relates to advertising effectiveness Consumer segments

Enhancing Retrieval Stimulus Processing Consumer characteristics Mood Expertise

Characteristics of Stimuli A stimulus is a cue that triggers something in your memory What are examples of advertising/marketing stimuli? Characteristics of Stimuli: Salience Prototypicality Redundant cues Medium Processing in short-term memory

Ad Stimuli: Old Spice Guy A successful campaign to revamp a brand ©adage.com; ecosalon.com

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

Knowledge & Understanding Knowledge content Knowledge structure Categorization Comprehension

Knowledge Content Schemas & Associations Types of associations Favorability Uniqueness Salience Types of schemas Images Scripts

Images Brand image Brand’s personality Brand extension Licensing Brand alliance Protecting brand images

Brand Personality Framework

Marketing Implications Creating new schemas, images, & personalities Brand extensions Licensing Brand alliances Developing existing schemas, images, & personalities Changing schemas, images, & personalities Protecting brand images

Scripts Special type of schemas that represent our knowledge of a sequence of actions involved in performing an activity Helps marketers understand how consumers buy & use an offering May want consumer to consider brand as part of scripted activity

Knowledge Structure Categories & their structures Taxonomic structures Goal-derived structures Why consumers differ in their knowledge

Taxonomic Category Structure

Taxonomic Categories Graded structure Position to prototype Close Away Competitive Retail store & site design What affects prototypicality? Correlated associations Hierarchical structure

Hierarchical Structure Levels Superordinate Basic Subordinate

Goal-Derived Categories Things belong in the same category if they fulfill same consumer goal What are examples of your goal-derived categories?

Construal Level Theory Low-level construal—concrete High-level construal—abstract

Why Consumer Knowledge Differs Cultural system Associations linked to concept Category members Category prototypes Correlated associations Goal-derived categories Level of product/service expertise

Knowledge to Understand: Categorization Inferences Elaboration Evaluation Consideration & choice Satisfaction

Knowledge to Understand: Comprehension Objective Subjective Miscomprehension Effects of: MAO Cultural system Improving objective comprehension

Comprehension & Product Warnings

Consumer Inference~1 Brand names/symbols inferences Misleading names/labels Inappropriate/similar names Product features/packaging Product attributes Country of origin Package design Color

Consumer Inference~ 2 Price Retail atmospherics/display Advertising/selling Pictures Language Ethical issues

Atmospherics Influence

Language Inference Juxtaposed imperatives Implied superiority Incomplete comparisons Multiple comparisons

Consumers make inferences based on a brand’s country-of-origin Consumers make inferences based on a brand’s country-of-origin. This ad for Barilla pasta shows pictures of Parma, Italy, and of delicious looking Italian pasta. Barilla wants consumers to infer that since the Barilla brand is Italian, it must produce great tasting pasta. Courtesy Barilla America Inc.

Questions?