17 Questions
Which term refers to the mental path by which some thought becomes active?
Memory trace
What is the process of grouping stimuli by meaning so that multiple stimuli can become one memory unit?
Chunking
What type of memory has unlimited capacity and unlimited duration?
Long-term memory
What does the term 'tag' refer to in the context of memory?
Meaningful data piece
Which phenomenon refers to unintentional, spontaneous, recurrent memories of past events not triggered by the environment?
Rumination
Consumers reconstruct memory traces into a formed representation of the thing they are trying to remember or process during which memory process?
Response generation
What is the term for the storage of auditory information in sensory memory?
Echoic Storage
Which process involves the transfer of information from workbench memory to long-term memory for permanent storage?
Encoding
What occurs when two different sensory traces are available to remember something?
Dual Coding
Which mental process involves holding a thought in short-term memory by mentally repeating it?
Repetition
What does Meaningful Encoding involve?
Association of active information with other information recalled from long-term memory
'Cognitive Interference' in memory refers to:
When other things compete for processing capacity during rehearsal
According to the passage, what is the effect of information overload on consumers?
It affects their attention, comprehension, and eventual reaction.
What is the 'framing phenomenon' described in the passage?
The way in which information is presented can influence its perceived meaning.
According to the passage, Construal Level Theory hypothesizes that:
The way information is framed affects risk assessments and consumer decisions.
What is the purpose of 'priming' described in the passage?
To activate closely associated concepts, thereby affecting value perceptions and meaning.
According to the Multiple Store Theory of Memory, what is the purpose of Sensory Memory?
To store what we encounter with our five senses.
Study Notes
Memory Process
- Chunking: grouping stimuli by meaning to form a single memory unit
- Retrieval: process of retrieving information from long-term memory to the workbench memory
- Response Generation: reconstructing memory traces to form a representation of the thing being remembered or processed
Types of Memory
- Long-term Memory: unlimited capacity and duration, stores all information a person has encountered
- Sensory Memory: stores visual (iconic storage) and auditory (echoic storage) information
- Workbench Memory (Short-term Memory): temporary storage area for information before encoding to long-term memory
Encoding and Retrieval
- Encoding: process of transferring information from workbench memory to long-term memory
- Retrieval: process of transferring information from long-term memory back to workbench memory
Factors Affecting Memory
- Repetition: mentally repeating information to hold it in short-term memory
- Dual Coding: using two different sensory traces to remember something
- Meaningful Encoding: associating new information with information recalled from long-term memory
- Chunking: grouping stimuli by meaning to form a single memory unit
Physical and Environmental Factors
- Physical Limits: limitations in a person's ability to hear, see, smell, taste, and think can influence comprehension
- Environmental Characteristics:
- Information Intensity: amount of information available in a given environment
- Framing: phenomenon where the meaning of something is influenced by the information environment
- Prospect Theory: whether or not thinking about something using concrete or abstract mindset
- Timing: amount of time to process a message and point in time when the message is received
Theories and Concepts
- Multiple Store Theory of Memory: three-stage process of memory (sensory, short-term, long-term)
- Construal Level Theory: how information framing affects risk assessments and consumer decisions
- Priming: cognitive process where active concepts activate other closely associated concepts
- Rumination: unintentional, spontaneous, recurrent memory of past events
- Tag: small piece of coded data that helps retrieve information
- Memory Trace: mental path by which a thought becomes active, showing how cognitive activation spreads from one concept to another
Test your knowledge on the storage mechanisms in memory including iconic storage, echoic storage, haptic perception, and workbench memory.
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