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Chapter 7 Memory and Retrieval
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Learning Objectives Memories Using memory for effective strategy
Sensory Short-term Long-term Using memory for effective strategy How retrieval works and how to affect it
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What Is Memory? Consumer memory/retrieval
Knowledge, attitudes, and memory Memory, retrieval, and decision making
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Chapter Overview: Memory and Retrieval (Exhibit 7.1)
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Sensory Memory Echoic—Hearing Iconic—Seeing Characteristics
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Short-Term Memory Imagery processing Discursive processing
Characteristics Limited Short lived
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Imagery Can Create liking for product
Stimulate memories of experiences Affect: Evaluation Satisfaction
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Long-Term Memory Autobiographical (episodic) Semantic
Affects decision making Promotes empathy/identification Cueing/preserving Reinterpreting Semantic
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Enhancing Memory Chunking Rehearsal Recirculation Elaboration
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Organization of Long-Term Memory
Semantic/associative networks Trace strength Spreading of activation Retrieval failures Decay Interference Primacy & Recency Retrieval errors
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Semantic (Associative) Network (Exhibit 7.6)
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Types of Retrieval Explicit Memory Recognition Recall Implicit Memory
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Retrieval for Marketers
Communication objective Affects consumer choices Relates to advertising effectiveness Consumer segments
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Enhancing Retrieval Stimulus Processing Consumer characteristics Mood
Expertise
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Characteristics of Stimulus
Salience Prototypicality Redundant cues Medium Processing in short-term memory
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Linking the Stimulus-Retrieval Cues
Brand Name Logos Package Category Names Typefaces
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