1. Chapter 4
Memory & Knowledge

2. 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.

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

4. Memory & Retrieval

5. Sensory Memory
Echoic—Hearing
Iconic—Seeing
Characteristics

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

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

8. 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?

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

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

11. Semantic (Associative) Network

12. Types of Retrieval
Explicit Memory
Recognition
Recall
Implicit Memory

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

14. Enhancing Retrieval Stimulus Processing Consumer characteristics Mood
Expertise

15. 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

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

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

18. Knowledge & Understanding
Knowledge content
Knowledge structure
Categorization
Comprehension

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

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

21. Brand Personality Framework

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

23. 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

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

25. Taxonomic Category Structure

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

27. Hierarchical Structure Levels
Superordinate
Basic
Subordinate

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

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

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

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

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

33. Comprehension & Product Warnings

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

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

36. Atmospherics Influence

37. Language Inference Juxtaposed imperatives Implied superiority
Incomplete comparisons
Multiple comparisons

38. 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.

39. Questions?