From Exposure to Comprehension
9 important questions on From Exposure to Comprehension
Implications of imagery processing and episodic memory?
- improves the amount of information that can be processed
- stimulates future choice
- realistic imagery improves consumer satisfaction
Episodic memory
- promoting empathy and identification
- cueing and preserving episodic memories
- reinterpreting past consumption experience
What types of memory?
- consumers are consciously aware that they remember something
Implicit
- consumers are not consciously aware that they remember something
- leads to processing fluency
Expression of explicit memory
- recognition: identifying whether individuals have previously encountered a stimulus when reexposed to the stimulus
- recall: ability to retrieve information about a stimulus from memory without being reexposed to the stimulus again
What implication techniques to enhance memory?
Rehearsal: active and conscious interaction with the material one is trying to remember
Recirculation: encountering information repeatedly
Elaboration: transferring information to long term memory by processing at deeper levels
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What is a schema?
Spreading of activation: activating a concept or association spreads to the activation of a related concept or association
-Consciously
-Not consciously; priming: increased sensitivity to certain concepts and associations due to prior experience based on implicit memory
Important associations
- favorability
- uniqueness
- salience
What are goal-derived categories?
What are type of retrieval failures?
Interference: strength of a memory deteriorates over time because of competing memories
Serial position effects: primacy and recency: tendency to show greater memory for information that comes first or last in a sequence
What are the characteristics of stimulus
- Prototypicality
- Redundant cues
- Medium in which the stimulus is processed
What are retrieval cues?
- internal: a thought
- external: vending machine
- the brand name
- images
Visual imagery tends to be remembered better than words
Multisensory imagery
What are some consumer characteristics regarding retrieval?
- information congruent with mood is recalled better
- when mood is intense, information processing is more detailed
- experts recall more brands, brand attributes and benefits, but more relying on intuition and processing fluency
- young consumers more quickly access info about brands, some marketers target children
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