Topic 5:

Memory and Knowledge

Presented by:

Ms. Ma. Anna Corina G. Kagaoan

College of Business and Accountancy

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 Learning Objectives

1. Distinguish among sensory, working, long-term, implicit,

and explicit memory, and explain why marketers must
be aware of these different types of memory
2. Explain how and why knowledge content and
structure, including associative networks,
categories, schemas, scripts, and prototypicality,
are relevant to marketers
3. Discuss what memory retrieval is, how it works,
and the ways in which marketers can try to affect it

© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Consumer Memory

Persistence of learning over time,

via storage and retrieval of
information, either consciously or
unconsciously
• Retrieval: Process of
remembering or accessing what
was previously stored in memory

© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Memory
Sensory memory Working memory Long-term memory
Echoic memory - Incoming information that is Information is permanently
Hearing encoded or interpreted with stored for later use
existing knowledge or kept
available for more processing
Iconic memory - Forms of information Episodic (autobiographical)
Seeing processing consist of memory: Knowledge about
imagery processing and oneself and his or her personal,
discursive processing past experiences
Olfactory memory - Limited and short-lived Semantic memory: General
Smelling knowledge about an entity,
detached from specific
episodes

What are some of your childhood memories with

brands? Are those brands still in your life?
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 Implications of Imagery
Processing for Marketers

Imagery
• Improves the amount
of information that
can be processed
• Stimulates future
choice
Realistic imagery
improves consumer
satisfaction

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Effective Use of Episodic Memory

Promoting empathy and identification

Cueing and preserving episodic memories
Reinterpreting past consumption experience

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 Types of Memory

Explicit memory
• Consumers are consciously aware that
they remember something

Implicit memory
• Consumers are not consciously aware
that they remember something
• Leads to processing fluency

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Expression of Explicit Memory

Recognition: Identifying
whether individuals have
previously encountered a
stimulus when re-exposed
to the stimulus
Recall: Ability to retrieve
information about a
stimulus from memory
without being re-exposed
to the stimulus again

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Techniques to Enhance Memory
Chunking – group of items that are processed
as a unit
Rehearsal – active and conscious interaction
with the material one is trying to remember
Recirculation – encounter information
repeatedly
Elaboration – transfer information to long-term
memory by processing at deeper levels
Why are these techniques important for marketers to
understand?
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 Knowledge Content: Schema

Set of associations or associative

network linked to a concept in memory
• Spreading of activation: Retrieving a
concept or association spreads to the
retrieval of a related concept or
association
✓ Priming: Increased sensitivity to
certain concepts and associations
due to prior experience based on
implicit memory
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Knowledge Content: Schema

Dimensions of associations
include favorability, uniqueness,
and salience
Specific schemas:
• Brand image: Captures what a
brand stands for and how
favorably consumers view it
• Brand personality: Set of
associations that reflect a brand’s
personification
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Brand Personality Framework

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Marketing Implications of Brand
Images and Personality

Creation
• Brand extension: using the brand name with a
well-developed image on a product in a different
category
Maintenance
Change
Protection

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 Categories

Taxonomic category: Classification of

objects in memory in an orderly way based
on their similarity
Graded structure and prototypicality
Hierarchical structure
Correlated associations

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Taxonomic Category Structure

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 Knowledge Flexibility

Goal-derived categories: Things viewed as

belonging in the same category as they fulfill
same goals
Construal level theory: Describes:
• Different levels of abstractness in associations
that a consumer has about things
• How a consumer's psychological distance
influences abstractness of associations and his
or her behavior

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Why Consumer Knowledge Differs

Culture affects how associations are

correlated
Expert consumers:
• Have rich associative network
• Have more graded and refined taxonomy
• Exhibit high flexibility in activating suitable
associations

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 Retrieval Failures

Decay: Weakening of memory strength over

time
Interference: Strength of a memory
deteriorates over time because of competing
memories
Serial-position effects
• Primacy and recency effect: Tendency to
show greater memory for information that
comes first or last in a sequence

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 Memory and Retrieval

Memory can be subject to:

• Selection
• Confusion
• Distortion
Enhancing retrieval
• Characteristics of the stimulus
• What the stimulus is linked to
• Way the stimulus is processed
• Consumer characteristics
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 Characteristics of Stimulus

Salience

Prototypicality

Redundant cues

Medium in which the stimulus

is processed

What are examples of advertising/marketing stimuli?

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© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Linking Stimulus: Retrieval Cues

Brand name Logos Package

Familiar
Images branding &
typefaces

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© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Online Class Evaluation
Use this link for the online evaluation after every class:
https://tinyurl.com/CollegeStudentExperience

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