Long-term memory – where we scan for information. This memory has unlimited capacity and includes an associative network.
We can help consumers remember by making messages consistent
Tap into consumers’ associations
Identify ‘gold standards’
How do improve long-term memory? Episodic Memory, Social Schemata, and Elaboration IMAGE COURTESY OF THE ADVERTISING ARCHIVES Episodic memory may elicit fond childhood memories of playing cowboy. Stetson is relying on the social schema or stereotype of the cowboy to provide meaning. Elaboration allows the consumer to picture himself using the cologne resulting in better recall.