Consumer Behavior Memory Consumer Memory Outline Consumer

Consumer Behavior Memory Consumer Memory

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

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

Consumer Behavior Memory structures and processes Memory structures Sensory registers Encoding Memory processes Storage Retrieval Short-term memory Long-term memory

Consumer Behavior Memory 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;

Consumer Behavior Memory processes • encoding: establishment of memory representations; • storage: retention of memory representations over time; • retrieval: recovery of memory representations;

Consumer Behavior Memory 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;

Consumer Behavior Memory 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;

Consumer Behavior Memory 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 brandproduct 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;

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

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

Consumer Behavior Memory Advertising imagery (cont’d) picture interaction: Interactive imagery: experimental control 8. 82 5. 39 experimental control 6. 53 3. 67 letter accentuation: experimental control 2. 29 1. 72 brand imagery: Noninteractive imagery: experimental control 4. 95 5. 22 experimental control 3. 21 2. 78 product imagery: experimental control 1. 74 2. 44

Consumer Behavior Memory 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?

Consumer Behavior Memory 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?

Consumer Behavior Memory Illustration of spreading activation BMW 135 i fun to drive impressive acceleration Subaru Impreza WRX German Sporty Cars excellent handling VW R 32 all-wheel drive Chevy Cobalt SS

Consumer Behavior Memory 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;

Consumer Behavior Memory Ad repetition and competitive interference (cont’d) claims recalled interference level 0 4 3 interference level 1 2 interference level 2 1 interference level 3 1 2 3 repetition

Consumer Behavior Memory 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);

Consumer Behavior Memory Effects of advertising retrieval cues (cont’d) claims recalled low interference 1. 00 high interference 0. 75 0. 50 ad cue absent ad cue present