Consumer Behavior Chapter 4: Memory and Knowledge

Different Types of Memory

• Sensory Memory: Temporary storage of information from the five senses; includes echoic (hearing), iconic (seeing), and olfactory (smelling) memories.
• Working Memory: Information that is actively processed and interpreted alongside existing knowledge, involving discursive and imagery processing.
• Long-Term Memory (LTM): Consists of episodic (autobiographical) and semantic memory, allowing for retention of past experiences and facts; can be influenced through techniques like operant conditioning and cueing.
• Explicit Memory: Conscious recall of information.
• Implicit Memory: Unconscious retention of information, often linked to processing fluency.

Knowledge Content and Structure

• Schemas: Sets of associations around a concept that help organize knowledge, crucial for consumer understanding and behavior.
• Scripts: Special schema representing the sequence of actions in an activity, aiding in consumer decision-making.
• Associative Networks: Connections between related concepts; can be activated through priming which influences consumer perception and response.

Brand Schemas and Personality

• Brand Schemas: Represent the associations linked to a brand, affecting brand image and personality.
• Brand Personality Framework: Describes the human traits associated with a brand, shaping consumer perception and loyalty.

Knowledge Categories

• Taxonomic Category Structure: Organizes products into categories and subcategories based on associations and prototypicality.
• Hierarchical Structure: Ranges from superordinate (broad categories) to subordinate (specific items), influencing how brands are perceived.
• Goal-derived Categories: Products grouped by shared consumer goals, which can shift over time based on consumer needs.

Memory and Retrieval

• Memory Retrieval: The process of recalling stored information, critical for influencing consumer choices and the effectiveness of advertising.
• Retrieval Failures: Can occur due to factors like the serial-position effect, decay over time, and interference from other information; mitigated through repetition and targeted messaging.

Enhancing Retrieval Techniques

• Recognition and Recall: Key methods for enhancing memory retrieval; effective advertising improves consumer memory through various strategies.
• Chunking: Organizing information into manageable units to aid memory.
• Elaboration: Adding meaningful details to information makes it easier to remember.

Characteristics of Stimuli Affecting Retrieval

• Salience: Distinctive qualities of stimuli that capture attention.
• Prototypicality: How representative a brand or product is of its category influences recall.
• Redundancy and Medium: Using repetitive and varied cues enhances memory retrieval.

Consumer Characteristics Impacting Retrieval

• Individual factors such as mood and level of product expertise influence memory retrieval, affecting overall consumer behavior and marketing effectiveness.