consumer behavior - memory and knowledge

8/11/2019 Consumer Behavior - Memory and Knowledge

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Chapter 4 :Memory andknowledge


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What is Memory ?

Consumer Memorythe persistence oflearning over time, via shortage and

retrieval or information , either consciouslyor unconsciouly

RetrievalThe process of remembering oraccessing what was previously stored in

memory


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Sensory memoryInput from the fivesenses stored temporarily in memory

Working memory (WM)the portion ofthe memory where incoming informationis encoded or interpreted in the contextof existing knowledge , and kept

available for more processing


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Long Term Memory (LTM)the part ofmemory where information is permanently

stored for later use.

Episodic (autobiographical) memoryknowledge we have about ourselves andour personal , past experiences.


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Semantic memorygeneral knowledgeabout an entity detached from specific

episode Explicit memorywhen consumers are

consciously aware that they remembersomething

Implicit memoryMemory without anyconscious attempt at rememberingsomething.


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Recognitionthe process of identifyingwhether we have previously encountered

a stimulus when reexposed to it

Recallthe ability to retrieve informationfrom memory without being reexposed

Elaborationtransferring information into

long-term memory by processing it atdeeper levels


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Chunkingconsumers will holdinformation in short-term memory and

transfer it to a long-term memory byproviding large bits of information thatchunk together for small bits.

RehearsalWhen motivation is low ,

marketers may use tactics such as jingles ,sounds and slogans to instigaterehearsals.


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Recirculationis an important principle ofmarketing because it expalins why

repetition of marketing communicationsaffect memory , particularly in low-involvement situations.


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KNOWLEDGE

CONTENT,STRUCTURE AND

FLEXIBILITY

| Report in Consumer Behavior


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- reflects the informationwe have already

learned and stored inmemory about brands,companies, stores,people, how to shop,etc.

- describes how weorganize knowledge(both episodic andsemantic) in memory.

KNOWLEDGE CONTENT,

STRUCTURE AND FLEXIBILITY

Both knowledge content and structure are

flexible.

KNOWLEDGECONTENT

KNOWLEDGESTRUCTURE


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Schemasare a formof semanticknowledge:knowledge about

what objects andpeople are, and whatthey mean to aconsumer.

Scripts are a form ofproceduralknowledge:knowledge about

how to do thingswith the objects andpeople and arerelated to episodicmemory.

KNOWLEDGE CONTENT :

schemas and scripts


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KNOWLEDGE CONTENT :

schemas and scriptsSCHEMAS AND ASSOCIATIVE NETWORKS

Schemais a group of associations or associativenetwork linked to an object or person (more in general toa concept).

We have Schemas for

- People

- Salespeople

- Places

- Companies- Ads

- Product Category

- Self-schema


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New productOlay Body

WashOLAY

Makes skinlook younger

Is not greasy

(even though itused to be

called Oil ofOlay)

TheFountainof Youth

FacialMoisturizer

Neutrogena

Chanel

Mom uses itBuy it at the

drugstore

Crest

Figure 1. Marketers Use Ads, Packages, and Product Attributes to Enhance

Consumers Knowledge About an Offering


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KNOWLEDGE CONTENT :

schemas and scripts Spreading of activationthe process by whichretrieving a concept or association spreads to theretrieval of a related concept or association.

Primingthe increased sensitivity to certainconcepts and associations due to priorexperience based on implicit memory.

Associative Networkis a set of conceptsconnected by links. When one concept isactivated, others may become activated via thelinks.

Concepts connected by strong links are morelikely to activate each other than are those

connected by weak links.


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KNOWLEDGE CONTENT :

schemas and scripts Associations in schemas vary in three dimensions that arecrucial to building and maintaining strong brands:

1. Favorability

2. Uniqueness

3. Salience

CREATING BRAND EXTENSIONS

Brand extensiondefine as using the brand

name or product with a well-developed image

on a product in a different category.


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KNOWLEDGE CONTENT :

schemas and scriptsTwo General Effects

1. A transfer of associations takes place from theoriginal brand schema to the new brandedproduct.

- Consumers tend to like brand extensions morewhen the product fits in some way with the parentbrand and when they really like the parent brand.

2. A transfer of meaning from the new brandedproduct to the original brand schema may take

place.- Brand extensions may take the brand schema

less coherent and may dilute the brands image.


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KNOWLEDGE CONTENT :

schemas and scriptsMAINTAINING BRAND IMAGES AND PERSONALITIESTo develop the brand images and personalities, a

company may:

Offer multiple brand extensions

Link the product to an appropriate sponsorship; or Highlight additional features and benefits

CHANGING BRAND IMAGES AND PERSONALITIES

If a brand or product image becomes stale, outdated, orlinked to negative associations, marketers need to add newand positive associations.


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KNOWLEDGE CONTENT :

schemas and scriptsPROTECTING BRAND IMAGES AND PERSONALITIES Brand images and personalities may be threatened during

crises that involve potential harm. The way that a companyresponds to a crisis affects its brand image but consumersprior expectations also play a critical role.

Companies whose customers held a strong, positive imageof the brand prior to the crisis suffered less image damagethan did companies whose customers had lowerexpectations.

Companies with weaker brand images should actaggressively to support their brand after a crisis.


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KNOWLEDGE STRUCTURE:

CATEGORIESTaxonomic Categoriesis a specifically defineddivision within an orderly classification of objects

with similar objects in the same category.

BEVARAGES

Tea

Herbal

CelestialSeasonings

Lipton

Nonherbal

Coffees

SoftDrinks

Diet

DietCoke

DietPepsi

Nondiet

Coke Pepsi

BottledWaters

Juices

Figure 2. Taxonomic Category Structure


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Serial-Position Effects:Primary and Recency

=The tendency to show greater memory for information that comes first or last

in a sequence.= the fact that the things we encountered first or last in a sequence are often

those most easily remembered.

Retrieval Errors

Memory is not always accurate or complete and may be subject to

selection, confusion, and distortion.

-memory isselectivewhen you only remember the good things thathappened on your last vacation but not the bad things that happened.

-Memory can be Confused,as when you remember your friend telling you a

great story about a new movie; when it was really your neighbor who told

you. Source of Confusion because you accurately remember the story about

the movie but confuse who the source of the story

-Memory can be Distorted,as when you remember experiences or events

that actually did not happened and the virtual interaction with a product

leads to more false memories because it generates vivid images that

consumers later come to believe were real occurrences.


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Enhancing RetrievalGiven the importance of retrieval, marketers need to understand how they can

enhance the likelihood that consumers will remember something about

specific brands.

Enhancing factors mentioned , Retrieval is affected by;

1. The characteristic of the stimulus itself

2. What the stimulus is linked to

3. The way the stimulus is processed

4. The consumers characteristics

Characteristics of the Stimulus

Salience- objects tend to attract attention and induce greater elaboration,

thereby creating stronger memories.

Prototypicality- we are better to recognized and recall prototypical or pioneerbrands because these have been frequently rehearsed and recirculated and

are linked to many other concepts in memory.

Rebundant cues-memory is enchaced when the information items to be learnedseem to go together naturally.

The Medium in which the stimulus is processed- researhers are exploring whethercertain media are more effective than others at enchancingconsumer memory.

consumer behavior - memory and knowledge

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