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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
Chapter 4 these different types of memory
2. Explain how and why knowledge content and structure,
including associative networks, categories, schemas, scripts,
Memory and Knowledge 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

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Consumer Memory

Persistence of learning over time, via storage and retrieval of

information, either consciously or unconsciously
Memory – Retrieval: Process of remembering or accessing what was
previously stored in memory

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Memory
Sensory memory Working memory/ Long-term memory
Short-term memory
Echoic (tượng thanh) Incoming information that is encoded or Information is permanently stored for
memory - Hearing interpreted with existing knowledge or kept later use
available for more processing

Iconic (tượng hình) memory Forms of information processing consist of Episodic (autobiographical) memory:
- Seeing imagery processing and discursive processing Knowledge about oneself and his or
her personal, past experiences

Olfactory (khứu giác) Limited and short-lived Semantic memory: General knowledge
memory - Smelling 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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Types of Memory

Implicit memory (Trí nhớ tiềm ẩn)

• Consumers are not consciously (vô thức) aware that they

remember something
• Leads to processing fluency

Explicit memory (Trí nhớ rõ ràng)

• Consumers are consciously (có ý thức) aware that they

remember something

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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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Expression of Explicit Memory Techniques to Enhance Memory

Recognition: Identifying whether individuals have Chunking - Group of items that are processed
previously encountered a stimulus when re-exposed to as a unit
the stimulus Rehearsal - Active and conscious interaction
Recall: Ability to retrieve information about a stimulus with the material one is trying to remember
from memory without being re-exposed to the stimulus Re-circulation - Encountering information
again repeatedly
Elaboration: Transferring information to long-
term memory by processing at deeper levels
Why are these techniques important for marketers to
understand?

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Processes in Long-Term Memory:

Rehearsal, Elaboration, and Organization

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Knowledge Content: Schema

Set of associations or associative network linked to a concept

in memory
Knowledge – 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 (continued) Exhibit 4.4 - Brand Personality Framework

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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Marketing Implications of Brand Images

Categories
and Personality
Creation Taxonomic category: Classification of objects in memory in
– Brand extension: Using the brand name with a an orderly way based on their similarity
well-developed image on a product in a different Graded structure and prototypicality
category
Hierarchical structure
Maintenance
Correlated associations
Change
Protection

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Exhibit 4.6 - Taxonomic Category Structure 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 Retrieval Failures

Culture affects how associations are correlated Decay: Weakening of memory strength over time
Expert consumers: Interference: Strength of a memory deteriorates over time
– Have rich associative network because of competing memories
– Have more graded and refined taxonomy Serial-position effects
– Exhibit high flexibility in activating suitable associations – 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 Characteristics of Stimulus

Memory can be subject to: Salience
– Selection
– Confusion Prototypicality
– Distortion
Enhancing retrieval Redundant cues

– Characteristics of the stimulus

Medium in which the stimulus is
– What the stimulus is linked to processed
– Way the stimulus is processed
– Consumer characteristics
What are examples of advertising/marketing stimuli?

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Linking Stimulus: Retrieval Cues

Brand name Logos Package

Familiar
Images branding and
typefaces

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