1. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

2. Roger D. Blackwell Paul W. Miniard James F. Engel Consumer Behavior Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Thomson Business and Economics 5109 Natorp Boulevard Mason, OH 45040 800–423–0563

3. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Helping Consumers to Remember CHAPTER 16

4. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Helping Consumers Remember

5. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Helping Consumers Remember Failing to remember is a common occurrence in consumer behavior Such memory failures in the context of product purchase and consumption translates into lost sales and profits Consumers’ ability to remember also plays a role in advertising effectiveness

6. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Helping Consumers Remember Advertising’s long-term effects may depend on consumer memory Advertising may focus on activating consumers’ memory of past consumption experiences Consumer memory is also an important part of nostalgia advertising appeals which evoke favorable memories of the past

7. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Helping Consumers Remember Remembering consists of: Cognitive learning: getting information into memory Retrieval: getting it back out

8. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Cognitive Learning: Rehearsal Cognitive learning occurs when information processed in short- term memory is stored in long- term memory

9. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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

10. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Cognitive Learning: Rehearsal Helps maintain information in short- term memory Aids in the transfer of information in short-term memory to long-term memory Rehearsal serves two functions:

11. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Cognitive Learning: Rehearsal Greater rehearsal increases the strength of long-term memory trace, thereby enhancing the likelihood that trace can later be retrieved Helps maintain information in short- term memory Aids in the transfer of information in short-term memory to long-term memory Rehearsal serves two functions:

12. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Cognitive Learning: Elaboration Elaboration: the degree of integration between the stimulus and existing knowledge

13. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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

14. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. JAN 16 Using greater level of elaboration to remember the same license plate number Elaboration Using low level of elaboration to remember a license plate number A J N 2 6 8

15. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Cognitive Learning: Elaboration Intentional learning Incidental learning Motivation plays a role in the amount of elaboration a person employs to remember

16. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Cognitive Learning: Elaboration Knowledge allows more meaningful elaboration Ability to learn depends on both individual and environmental factors Intentional learning Incidental learning Motivation plays a role in the amount of elaboration a person employs to remember

17. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Cognitive Learning: Mental Representations Mental representations: the particular manner in which information is stored in long-term memory

18. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Cognitive Learning: Mental Representations Mental representations: the particular manner in which information is stored in long-term memory Stimuli may be stored in same form in which they appear, or transformed (the price of a dress may be remembered as $200 or expensive)

19. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Cognitive Learning: Mental Representations Dual coding proposes that information can be stored in both semantic and visual forms

20. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Using Mental Representations To Increase Learning

21. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Cognitive Learning: Mental Representations Dual coding proposes that information 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

22. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Cognitive Learning: Mental Representations Associative network: memory nodes containing bits of information are linked to other memory nodes in a series of hierarchical networks

23. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Walt Disney World Resort Parks Great Fun Expensive MGM Studios Animal Kingdom Epcot Located in Orlando Magic Kingdom Disney An Associative Network for Disney (partial)

24. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Retrieval Retrieval: the activation of information stored in long-term memory that is then transferred into short-term memory The cycle of remembering

25. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. The Cycle of Remembering Short-term Memory

26. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. The Cycle of Remembering Long-term Memory Short-term Memory Learning

27. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. The Cycle of Remembering Long-term Memory Short-term Memory Retrieval Learning

28. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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 creates a ripple effect that spreads throughout its linkages to other nodes

29. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Retrieval Retrieval can be enhanced by retrieval cues: stimuli that activate information in memory relevant to the to-be-remembered information

30. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Retrieval: Forgetting Forgetting: the failure to retrieve something from memory Decay theory: memories grow weaker with the passage of time

31. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Retrieval: Forgetting 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 information will “pop” into our minds later

32. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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 information becomes larger Clutter of advertising may also interfere with retrieval

33. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Retrieval: Recognition and Recall Retrieval also depends on whether the information requires recall and recognition

34. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Retrieval: Recognition and Recall Retrieval also depends on whether the information requires recall and recognition Recognition requires identifying something as familiar because we’ve seen it before With brand or ad recognition measures, the to-be-remembered information is provided

35. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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

36. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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

37. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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

38. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Retrieval: Product Awareness Brand recognition focuses on more than just the name Showing the packaging in an ad helps recognition when in the store

39. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Retrieval: Advertising Awareness Many companies focus on what consumers remember about their advertising messages, rather than on how many remember seeing it

40. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Retrieval: Advertising Awareness Companies should focus on what consumers remember about their advertising messages Do they remember the advertised brand? Day-after recall (DAR): measures brand recall 24 hours after ad exposure What do they remember about the ad claims?

41. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Retrieval: Advertising Awareness Why should companies focus on what consumers remember about their advertising messages? 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

42. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember

43. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Get More Attention

44. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Get More Attention The more attention given to a stimulus, the greater the chances of being remembered There are a number of ways companies can enhance consumers’ attention to their messages Pleasant ambient scents enhance brand recall and recognition

45. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Reminders

46. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Reminders Advertising that reminds consumers to buy a product Postcards reminding consumers to make an appointment Retrieval cues placed on packaging and at the point of purchase to enhance ad effectiveness

47. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Reminders Free stickers help consumers remember the company’s information Free products act as mini-billboards and build goodwill The Internet is useful for delivering reminders and making recommendations to consumers

48. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Helping Consumers to Remember with Reminders

49. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Use Retrieval Cues

50. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Use Retrieval Cues Retrieval cues activate relevant product information in memory at the point of purchase Retrieval cues also help to link the favorable feelings generated by an ad to the product Different types of retrieval cues may be most effective depending on the language of communication

51. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Helping Consumers to Remember with Retrieval Cues

52. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Repetition

53. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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

54. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Encourage Elaboration

55. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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

56. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Encourage Multiple Representations in Memory

57. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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

58. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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

59. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Visual Representations Can Increase Memorability of Brands

60. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Visual Representations Can Increase Memorability of Brands

61. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember The Importance of Consistency

62. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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

63. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Use Easy-to-Remember Stimuli

64. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Use 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 Concrete brand names will be more easily remembered than abstract brand names

65. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Use Easy-to-Remember Stimuli Brand name suggestiveness: the degree to which the brand name conveys a brand attribute Suggestive brand names can enhance recall of ad claims that pertain to the same attribute suggested by the brand name

66. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Use Easy-to-Remember Stimuli Distinctive stimuli are easier to remember because they stand out and are less susceptible to interference Distinctive brand names and products are more memorable

67. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Use Closure Closure refers to the tendency to develop a complete picture or perception when elements in the perceptual field are missing The drive to “fill in” the missing parts increases the amount of thinking consumers undertake during stimulus processing, thus enhancing memory

68. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. The Use of Closure Can Increase Brand Memory

69. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Put Consumers in a Good Mood

70. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. 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

71. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Products That Help Consumer Remember

72. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Products That Help Consumer Remember A number of products claim their consumption will improve memory

73. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. This Product Promises to Improve Consumers’ Memory

74. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Companies Can Help Consumers to Remember Products That Help Consumer Remember A number of products claim their consumption will improve memory Products can be designed to evoke favorable memories or create and record important memories

75. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Products Designed to Evoke Favorable Memories