Memory's Role in Learning PDF

Memory’s Role in Learning Memory consists of two interrelated components: • Short-term Memory (STM) a.k.a. working memory – 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....

Memory’s Role in Learning Memory consists of two interrelated components: • Short-term Memory (STM) a.k.a. working memory – 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. Short-Term Memory • STM is Short Lived – Consumers must constantly refresh information through maintenance rehearsal or it will be lost. • STM has Limited Capacity • Elaborative activities occur in STM (these redefine or add new elements to memory) Where was AirFrance on our Perceptual Map? Long-Term Memory • LTM is viewed as an unlimited permanent storage which can store numerous types of information such as concepts, decision rules, processes and affective states. – Semantic memory is the basic knowledge and feelings an individual has about a concept. (Schemas a.k.a. schematic memory) – Episodic memory is the memory of a sequence of events in which a person participated (Scripts) Schematic Memory/Knowledge Structures • The other products we associate with an individual product influence how we will remember it. • Primes activate nodes in memory Primes • Brand-specific: memory stored in terms of the claims the brand makes (e.g. Carlsberg) • Ad-specific: meaning refers to memories stored in terms of the medium or content of the ad itself e.g. Cadbury Boogie Brows • Brand identification: memory stored in terms of the brand name • Product category: memory stored in terms of how the product works e.g. searching the internet is ‘to google’ The Marketing Power of Nostalgia • Marketers may resurrect popular characters to evoke fond memories of the past. – Nostalgia – Retro brand