1. Consumer Memory

2. Outline The multiple store model of memory Short-term memory
Memory structures
Memory processes
Short-term memory
Encoding, storage, and retrieval
Consumer behavior applications
Long-term memory

3. maintenance rehearsal
THE MULTIPLE-STORE MODEL OF MEMORY
SHORT-TERM MEMORY
LONG-TERM MEMORY
SENSORY
REGISTERS S
encoding
into LTM
encoding
into STM
storage of
declarative knowledge
episodic
semantic
procedural knowledge S
sight
sound
touch
taste
smell S
retrieval
from LTM
storage through
maintenance rehearsal
retrieval from STM
Response

4. Memory structures and processes
Sensory registers
Short-term memory
Long-term memory
Memory processes
Encoding
Storage
Retrieval

5. Structure of the memory system
sensory registers:
momentary lingering of sensory data after stimulation has ceased;
short-term memory:
brief retention of a limited amount of sensory data that have been attended to and assigned meaning;
long-term memory:
relatively permanent repository of information;

6. Memory processes encoding: storage: retrieval:
establishment of memory representations;
storage:
retention of memory representations over time;
retrieval:
recovery of memory representations;

7. Short-term, working, or active memory
encoding: selective attention as a filter which determines what gets transferred from the sensory registers into STM;
storage:
transient character of STM (maintenance rehearsal to keep information active);
limited capacity of STM (can be increased through chunking);
retrieval: usually not a problem because information is already active;

8. Long-term memory
encoding: establishment of new associations through elaborative rehearsal [cf. Lutz and Lutz];
storage: memory as a network of associations (nodes and links); importance of brand knowledge;
retrieval:
transfer of information to STM through spreading activation; depends on strength of activation of source node, strength of associations between source node and other nodes, and number of competing paths [cf. Burke and Srull];
importance of good retrieval cues [cf. Keller];
use of recognition (discrimination) and recall (reproduction) as measures of retrieval;

9. Advertising imagery (Lutz and Lutz)
Ss had to learn to associate unfamiliar company or brand names with a product or service;
the interactive imagery group saw 24 different brand-product pairs (12 with picture interaction and 12 with letter accentuation); the corresponding control group only saw the word pairs;
the noninteractive imagery group saw 24 brand-product pairs (12 with brand pictures and 12 with product pictures); the corresponding control group only saw the word pairs;
cued recall of brands based on product class as the dependent variable;

10. Interactive imagery Picture interaction Letter accentuation
Experimental
Control
Letter accentuation
Rocket
Messenger Service
Rocket
Messenger Service
[No picture]
Dixon
Crane Co.
Dixon
Crane Co.
[No picture]

11. Non-interactive imagery
Brand imagery
Experimental
Control
Product imagery
O’Bear
Abrasive Saws
O’Bear
Abrasive Saws
[No picture]
Henneman
Security & Patrol
Service
Henneman
Security & Patrol
Service
[No picture]

12. Advertising imagery (cont’d)
picture interaction:
experimental 6.53
control 3.67
letter accentuation:
experimental 2.29
control 1.72
brand imagery:
experimental 3.21
control 2.78
product imagery:
experimental 1.74
control 2.44
Interactive imagery:
experimental 8.82
control 5.39
Noninteractive imagery:
experimental 4.95
control 5.22

13. In-class exercise: Advertising imagery
Find a print ad that encourages vivid imagery (through the use of imagery instructions, concrete words rich in imagery, or pictures) to help you remember the brand or information about the brand contained in the ad. What specific features make the ad memorable?

14. Information stored in LTM
episodic memory (autobiographical knowledge)
e.g., when was the last time you spent a romantic evening with someone, and where?
semantic memory (general world knowledge)
e.g., can you recognize the Coors logo?
what product does Anhaeuser-Busch sell?
procedural memory (skill knowledge)
e.g. how does one use an ATM machine, buy a subway ticket?

15. Illustration of spreading activation
Sporty Cars
BMW 135i
German
fun to
drive
VW R32
all-wheel
drive
Subaru Impreza WRX
Chevy Cobalt SS
impressive
acceleration
excellent
handling

16. Ad repetition and competitive interference (Burke and Srull)
Ss were exposed to 22 magazine ads and where asked to judge the interest value of the ads;
repetition of the target ad was varied at 1, 2, or 3 exposures (positions 14, 9 & 14, or 4, 9 &14);
competitive interference at levels of 0, 1, 2, or 3 was manipulated through the inclusion of ads for brands in the same product class as the target ad (positions 20, 16 & 20, and 12, 16 & 20);
after an interpolation task cued recall with brand name and product class;

17. Ad repetition and competitive interference (cont’d)1 2 3
claims
recalled 4
interference level 0
interference level 1
interference level 2
interference level 3
repetition

18. Effects of advertising retrieval cues (Keller)
Ss were exposed to 12 ads for 4 product categories (cereals, laundry detergents, etc.); in each category there was a target ad with a photo and two main product claims;
for two product categories ad interference was low (1 competing ad), for two it was high (3 competing ads);
after a distraction task, Ss were shown mock package fronts of the target products and asked to recall the two product claims; depending on the retrieval cue condition, Ss were given only brand name and product category cues (ad cue absent) or also a small reproduction of the ad photo and the ad headline (ad cue present);

19. Effects of advertising retrieval cues (cont’d)
0.50
0.75
1.00
ad cue absent
ad cue present
claims
recalled
low interference
high interference