1. Helping Consumers to Remember
CHAPTER 16
Helping Consumers to Remember
Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition
Copyright© 2001 by Harcourt, Inc. All rights reserved.

2. Helping Consumers Remember

3. Helping Consumers Remember
Failure to remember encompasses both product consumption and product purchase
When consumers remember to make a purchase, memory and what’s remembered can play an important role in the decision- making process
Alternative evaluation often relies on what’s retrieved from memory

4. Helping Consumers Remember
Helping consumers remember enhances advertising effectiveness
Advertising may focus on activating consumers’ memory of past consumption experiences

5. Helping Consumers Remember
Helping consumers remember enhances advertising effectiveness
Advertising may focus on activating consumers’ memory of past consumption experiences
Remembering consists of:
Cognitive learning: getting information into memory
Retrieval: getting it back out

6. Cognitive Learning: Rehearsal
Cognitive learning occurs when information processed in short-term memory is stored in long-term memory

7. Cognitive Learning: Rehearsal
Cognitive learning occurs when information processed in short-term memory is stored in long-term memory
Rehearsal involves the mental repetition of information or, the recycling of information through short-term memory
Rehearsal may be described as a form of inner speech

8. Cognitive Learning: Rehearsal
Rehearsal serves two functions:
Helps maintain information in short-term memory
Aids in the transfer of information in short-term memory to long-term memory

9. Cognitive Learning: Rehearsal
Rehearsal serves two functions:
Helps maintain information in short-term memory
Aids in the transfer of information in short-term memory to long-term memory
Greater rehearsal increases the strength of long-term memory trace, thereby enhancing the likelihood that trace can later be retrieved

10. Cognitive Learning: Elaboration
Elaboration: the degree of integration between the stimulus and existing knowledge

11. Cognitive Learning: Elaboration
Elaboration: the degree of integration between the stimulus and existing knowledge
At low levels of elaboration, stimuli are processed in much the same way they are encountered
At greater levels of elaboration, more links between the new information and information stored in memory are created

12. Elaboration
Using low level of elaboration to remember a license plate number
A N J
Using greater level of elaboration to remember the same license plate number
JAN 16

13. Cognitive Learning: Elaboration
Motivation plays a role in the amount of elaboration a person employs to remember
Intentional learning
Incidental learning

14. Cognitive Learning: Elaboration
Motivation plays a role in the amount of elaboration a person employs to remember
Intentional learning
Incidental learning
Knowledge allows more meaningful elaboration
Ability to learn depends on both individual and environmental factors

15. Cognitive Learning: Mental Representations
Mental representations: the parti-cular manner in which information is stored in long-term memory

16. Cognitive Learning: Mental Representations
Mental representations: the parti-cular manner in which information is stored in long-term memory
Stimuli may be stored in same form in which they appear, or translated (the price of a dress may be remembered as $ or expensive)

17. Cognitive Learning: Mental Representations
Dual coding proposes that infor-mation can be stored in both semantic and visual forms
Having multiple representations increases the number of possible mental pathways that can be traveled when trying to remember
Associative network: information in memory is organized like a web

18. Compatible with Other Systems
An Associative Network for the IBM PC
Widely Available
Easy to Learn
Reliable
Ease of Operation
Expensive
IBM PC
Status Brand
Fast Response Time
Compatible with Other Systems
Prestige

19. Retrieval
Retrieval: the activation of information stored in long-term memory that is then transferred into short-term memory
The cycle of remembering

20. The Cycle of Remembering
Short-term Memory

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

22. The Cycle of Remembering
Learning
Short-term Memory
Long-term Memory
Retrieval

23. Retrieval Successful retrieval depends on:
Strength of memory trace of the to-be-remembered information
Retrieval cue: stimulus that activates information in memory relevant to the to-be-remembered information

24. Retrieval Successful retrieval depends on:
Strength of memory trace of the to-be-remembered information
The number and strength of linkages between the to-be-remembered item and other memory nodes
Spreading activation: activating one memory node spreads through linkages to other nodes

25. Retrieval: Forgetting
Decay theory: memories grow weaker with the passage of time

26. Retrieval: Forgetting
Decay theory: memories grow weaker with the passage of time
Even when memory trace is strong, people forget things because not all information in long-term memory can be retrieved at one point in time
If retrieval fails, sometimes infor-mation will “pop” into our minds later

27. Retrieval: Forgetting
Failure to retrieve something which has not faded from memory is attributable to interference
Interference theory: the chances of retrieving a particular piece of information become smaller as interference from other infor-mation becomes larger
Clutter of advertising may also interfere with retrieval

28. Retrieval: Recognition and Recall
Retrieval also depends on whether the information requires recall and recognition

29. Retrieval: Recognition and Recall
Retrieval also depends on whether the information requires recall and recognition
Recognition requires identifying familiarity with something because we’ve seen it before
With brand or ad recognition measures, the to-be-remembered information is provided as the retrieval cue

30. Retrieval: Recognition and Recall
Recall is more cognitively demanding than recognition
Unaided (free) recall does not contain any retrieval cues
Aided (cued) recall provides cues to help someone remember
Consumers remember more when they answer aided rather than unaided recall measures

31. Retrieval: Product Awareness
When consumers use internal search to form their consideration sets, they must recall brand names from memory
Brand recognition, in this instance, is not as important as brand recall

32. Retrieval: Product Awareness
When consumers use internal search to form their consideration sets, they must recall brand names from memory
Brand recognition, in this instance, is not as important as brand recall
Sometimes consideration sets are formed at the point of purchase
In this case, product awareness in the form of recognition is vital

33. Retrieval: Product Awareness
Brand recognition focuses on more than just the name
Showing the packaging in an ad helps recognition when in the store

34. Mentadent toothpaste features both the product and the packaging in its ads to help recognition in the store.

35. Retrieval: Advertising Awareness
Many companies focus on what consumers remember about their advertising messages, rather than on how many remember seeing it

36. Retrieval: Advertising Awareness
Many companies focus on what consumers remember about their advertising messages, rather than on how many remember seeing it
If consumers don’t remember the brand, then the other things they do remember will not be linked to the brand in memory
If consumers are confused about which brand was in the ad, they might link the ad claims to another brand

37. How Companies Can Help Consumers to Remember

38. How Companies Can Help Consumers to Remember
Reminders

39. How Companies Can Help Consumers to Remember
Reminders
Advertising reminds consumers to buy a product
Post cards remind consumers to make an appointment
Retrieval cues placed on packaging and at the point of purchase enhance ad effectiveness

40. How Companies Can Help Consumers to Remember
Repetition

41. How Companies Can Help Consumers to Remember
Repetition
Companies rely on repetition (showing ads over and over again) to enhance rehearsal of the ad
Learning plateaus after a certain number of repetitions, and negative responses may result from seeing an ad too often
Repetition may be used within an ad

42. How Companies Can Help Consumers to Remember
Encourage Elaboration

43. How Companies Can Help Consumers to Remember
Encourage Elaboration
Self-referencing: involves relating a stimulus to one’s own self and experiences
The number and strength of potential linkages between new and stored information are enhanced
Research supports the potential for encouraging self referencing through advertising copy

44. How Companies Can Help Consumers to Remember
Encourage Multiple Representations in Memory

45. How Companies Can Help Consumers to Remember
Encourage Multiple Representations in Memory
If ad copy fails to evoke imagery, then including pictures in the ad will enhance the formation of visual representations and improve retrieval

46. Ferrero Rocher chocolates are displayed in the shape of an Easter egg to enhance visual imagery of the product

47. How Companies Can Help Consumers to Remember
Encourage Multiple Representations in Memory
If ad copy fails to evoke imagery, then including pictures in the ad will enhance the formation of visual representations and improve retrieval
Visual representation of a brand name can increase its memorability

48. How Companies Can Help Consumers to Remember
The Importance of Consistency

49. How Companies Can Help Consumers to Remember
The Importance of Consistency
An ad may convey the same meaning through the brand name, copy, and picture if they are presented in similar ways
Consistency facilitates remembering

50. Altoids breath mints, known for their strong flavor, feature a picture of a strong man to depict visually a product benefit and the tag line.

51. How Companies Can Help Consumers to Remember
The Importance of Consistency
An ad may convey the same meaning through the brand name, copy, and picture if they are presented in similar ways
Consistency facilitates remembering
When the ad copy conveys the same meaning as the name and picture, brand name recall is improved

52. How Companies Can Help Consumers to Remember
Easy-to-Remember Stimuli

53. How Companies Can Help Consumers to Remember
Easy-to-Remember Stimuli
Concrete words (such as dog or tree) can be visualized rather easily
Abstract words (such as equality) are more difficult to represent visually
Word type should be considered when developing a brand name
Distinctiveness (of brand name or ad) also aids recall and diminishes interference

54. How Companies Can Help Consumers to Remember
Put Consumers in a Good Mood

55. How Companies Can Help Consumers to Remember
Put Consumers in a Good Mood
Mood influences retrieval
The favorableness of retrieved memories depends on whether mood is positive or negative
Positive moods increase the chances of remembering favorable information
Ads may use humor or music to influence mood

56. Consumer Behavior Roger D. Blackwell Paul W. Miniard James F. Engel
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Copyright© 2001 by Harcourt, Inc. All rights reserved.