Memory

Information Processing

Learning
Process

Learning
Outcome

Memory

Information Processing
Memory Short Term Vs Long Term
Sensory Memory (Attention)
STM Low Capacity.. Currently Used

 Yeh Wala Product

https://www.youtube.com/watch?v=dPYoTutO9fI
Elaborate Activities and Maintenance Rehearsal
Concepts (Abstractions of Reality)
and Imagery (Sensory representation of Ideas, feelings and objects)
LTM -Semantic Memory and Episodal Memory
Schema Network Scripts Action Sequence

STM & LTM

Memory consists of two interrelated components:
1.

Short-term Memory (STM) a.k.a. working memory

2.

is that portion of total memory that is currently activated

or in use.

Long-term Memory (LTM)

is that portion of total memory devoted to permanent

information storage.

Semantic memory is the basic knowledge and

feelings an individual has about a concept.

Episodic memory is the memory of a sequence of

events in which a person participated.

Short-Term Memory

STM is Short Lived

STM has Limited Capacity

Consumers must constantly refresh information through

maintenance rehearsal or it will be lost.
Consumers can only hold so much information in
current memory.

Elaborative Activities Occur in STM

Elaborative activities serve to redefine or add new

elements to memory and can involve both concepts and
imagery.

Memory
Two sources of product information:
External environment: packaging, labels, POS
displays, prices, other marketing information
Memory: past experiences, WOM, family
preferences
Schema: Associative network of nodes (concepts) and
links (connections)
Scripts: information organized in memory around
different types of events or episodes (e.g., a restaurant
script)

How Information Is Captured and

Stored in Memory
Memory processing areas:

New information is initially captured in sensory memory.

Processing is shallow; capacity is limited

Information is transmitted from sensory memory to shortterm memory.

Analyzing and assigning meaning; limited capacity to a finite
number of chunks (units of memory); information may be
rehearsed to retain its meaning

Information rehearsed in ST memory is transmitted to

long-term memory for storage and retrieval as needed; LT
memory capacity is unlimited
Nirma Classic Ad
http://www.youtube.com/watch?v=isx_NduQZs&feature=player_detailpage

Recognition
M nt n nc R h rs l

Fo t b l
A on m us

Mnemonics

My Very Educated Mother Just Served Us

Noodles.
Every Good Boy Deserves Fudge.

Information Retention
Incoming Information and Information Recipient
Forgetting
Extinction

Bajaj Bulb Jab mein..

http://www.youtube.com/watch?v=q5hMvoD
O1-8

Disruption
All Mint and No Hole

Mint with a Hole

Information Retention
Refers to the amount of material previously
learned that is remembered
Forgettingthe loss in retention of material
previously learned
Retroactive inhibition

Retention varies by two types of factors:

Incoming information
The person receiving the information

Retrieval from Memory

Interference

Retrieval from Memory

Retrieval from Memory

Ad Recall vs Brand Recall
Brand Recall vs Product Purchase
Recall vs Recognition
Interference Proactive & Retroactive
interference

Schematic Processing

Information Processing
Aid Recall
Speed up Processing
Aid Automatic Inference
Add Information
Aid Interpretation
Provide Expectation

Imagery Short Term Memory

Information Retention
Refers to the amount of material previously
learned that is remembered
Forgettingthe loss in retention of material
previously learned
Retroactive inhibition

Retention varies by two types of factors:

Incoming information
The person receiving the information
http://www.youtube.com/watch?v=Uh6sbihyLc&feature=player_detailpage#t=30s

How Retention Is Influenced by

Incoming Information

Repetition or rehearsal
Relevance
Competing information
Completeness of information
Time
Mood
https://www.youtube.com/watch?v=fSaX3J-L8bE

How Retention Is Influenced by the

Information Recipient
Consumer familiarity or experience
Being more familiar with a product category increases the
chances of remembering information about new or
existing brands
Its effect on the way information is organized in memory

Consumer motivation
Higher motivation is positively related to the depth, time,
and accuracy of retained information

How Information Is Retrieved

from Memory
Retrieval cues
Interference from competing cues
Consumers state of mind (mood or level of
interest)
Storage in memory
Numerical versus verbal information
Surface-level processing
Meaning-level processing

Artificial memory reconstruction