This document discusses memory and knowledge in consumer behavior. It covers the different types of memory including declarative/explicit memory for facts and events, and non-declarative/implicit memory for skills and habits. Consumer memory involves the storage and retrieval of information about brands, products, prices, and experiences. Sensory memory briefly stores input from the senses. Working memory processes and holds new information. Long-term memory permanently stores information through episodic memories of personal experiences and semantic memories of general world knowledge. Marketers can enhance memory through techniques like repetition, elaboration, and creating emotional or novel experiences. Knowledge is organized through schemas, categories and networks that represent brands, products and their features.

1. MEMORY & KNOWLEDGE
Source/Reference: Consumer Behavior Hoyer et.al

2.  Two types of memory
 Declarative or explicit
 Memories, facts, events
Non-declarative or implicit
Associative learning, skills , habits and
muscle memory

3.  Consumer memory is the persistence of learning over time, via the
storage and retrieval of information, which can occur consciously or
unconsciously.
 Retrieval is the process of remembering or accessing what was previously
stored in memory. We constantly store and remember information that we
learn about things, experiences, and evaluations. Specifically, we might
remember what brands, products, and companies we have used in the past
(things); what we paid; the features of these products or services; how,
where, when, and why we bought and used them, and on what occasions
(experiences) and whether or not we liked them (evaluation)

4.  Sensory memory is the ability to temporarily store input from all our five
senses. Information is stored automatically and retained only briefly in
sensory memory, generally from a quarter of a second to several seconds.3
Echoic memory is sensory memory of things we hear, while iconic memory is
sensory memory of things we see
 Olfactory memory is at play, for example, when the smell of freshly baked
bread still lingers in your mind right after having left a bakery. If the
information in sensory memory is relevant, consumers are motivated to
process it further and keep it active. This occurs in working memory.

5.  Working Memory. Working memory (WM) is the portion of memory where
we “encode” or interpret incoming information and keep it available for
further processing. As you read this book, you are using your working
memory to comprehend what you read. Working memory is where most of
our conscious information processing takes place. It is both limited in
capacity and short-lived in time.
 Discursive processing. and represent it with the word apple. Alternatively,
we could represent it visually as a picture of an apple or in terms of its smell,
its feel, what it sounds like when we bite into it, or what it tastes like.
 Imagery processing. Unlike discursive processing, an object in imagery
processing bears a close resemblance to the thing being represented.
Therefore, if you were asked to imagine an apple and a car, imagery
processing would ensure that you preserve their relative sizes. Information
represented either as words or images can be elaborated, or thought about
more deeply.

6.  Marketing Implications
1. Imagery can improve the amount of information that can be
processed.
 Adding more information to ads, websites, or packages, like lists of
attributes, can create information overload and hamper discursive
processing. By stimulating imagery, more information can be processed and
retained. To illustrate, www.brides.com offers a virtual dressing room where
brides can upload their photos and digitally try on gowns, a tactic that might
help consumers better imagine how they would look in particular styles.
2. Imagery can stimulate future choice.
 When we make choices, we often imagine what consuming the product or
service will be like. For example, our choice of a vacation may be greatly
influenced by what we imagine it will be like. We value some of the products
we buy (e.g., novels or music) because of the imagery they provide.

7. 3. Realistic imagery can improve consumer satisfaction.
 We may create an elaborate image or fantasy of what the product or
consumption experience will be like (how great we will look in a new car or
how relaxing a vacation will be).
 Long-Term Memory. Long-term memory (LTM) is that part of memory
where information is permanently stored for later use. The two major types
of long-term memory are episodic and semantic memory.
 Episodic (or autobiographical) Memory. Represents knowledge about
ourselves and what has happened to us in our past, including emotions and
sensations tied to past experiences.
 Episodic memory can influence how products and services are evaluated.
For example, if you once ate at a particular restaurant and found a hair in
your food, the memory of this experience might prevent you from eating
there again.

8.  Semantic memory. For example, we have memory for the
concept called “cola.” We know that colas are liquid, come in cans
and bottles, are fizzy and brown in color, and are sweet. This
knowledge holds for colas in general.
 Marketing Implications
Promote empathy and identification.
Cue and preserve episodic memories.
Reinterpret past consumption experiences.

9.  Explicit Memory, Implicit Memory, and processing Fluency
 Explicit memory is when consumers are consciously aware
that they remember something. For instance, consumers may
remember that they visited a particular website, and what they
ordered from the site.
 Implicit memory is when consumers are not consciously aware
that they remember something.

10. HOW MEMORY IS ENHANCED?
 Because we must attend to something before we can remember it,
many of the factors that affect attention also affect memory and,
ultimately, recognition and recall. Explicit memory expresses itself in
two forms.
 Recognition- occurs when we remember having seen, heard,
smelled, touched, or tasted something before after being re-exposed
to it.
 Recall- occurs when we remember having seen, heard, smelled,
touched, or tasted something before without being re-exposed to it
in the present.

11. MARKETING IMPLICATIONS
 Chunking. Marketers can increase the likelihood that consumers
will hold information in short-term memory and transfer it to long-
term memory by providing larger bits of information that chunk
together smaller bits.
 Rehearsal. When motivation is low, marketers may use tactics
such as jingles, sounds, and slogans to instigate rehearsal. For
example, Under Armour, which makes athletic footwear, created ads
in which a pounding, rhythmic beat echoed the sound of athletes’
feet hitting the ground as they raced, spiked a basketball, or caught
a football.

12. MARKETING IMPLICATIONS
 Recirculation. Recirculation is an important
principle for marketing because it explains why
repetition of marketing communications affects
memory, particularly in low-involvement
situations.25 Marketers can strengthen the effect
of recirculation by creating different ads that repeat
the same basic message and repeating the brand
name frequently.

13.  Elaboration. Several strategies mentioned in previous chapters
can enhance the likelihood that consumers will elaborate on
information. Unexpected or novel stimuli can attract attention and
induce elaboration. For example, GEICO’s choice of a gecko as a
character for its insurance ads is intended to make consumers think
about the connection.

14. KNOWLEDGE CONTENT,
STRUCTURE & FLEXBILITY
 Knowledge Content reflects the
information we have already and stored
in memory.

15. KNOWLEDGE CONTENT,
STRUCTURE & FLEXBILITY
 Knowledge Structure describes how
we organize knowledge in both episodic
and semantic.

16. KNOWLEDGE CONTENT:
SCHEMAS & SCRIPTS
 Schema is the group of associations
or associative network to linked to an
object or person.

17. KNOWLEDGE CONTENT:
SCHEMAS & SCRIPTS
 Schema is the group of associations
or associative network to linked to an
object or person.
 Schema is a form of semantic
knowledge.

18. Exhibit 4.3: An associative network is a set of
concepts connected by links.

19.  Spreading of Activation is the process by which
retrieving a concept or association spreads to the
retrieval of a related concept or association.
 Priming is the increased to certain concepts and
associations due to prior experience based on
implicit memory.

20. ASSOCIATIONS IN SCHEMAS VARY IN
THREE DIMENSIONS
FAVORABLITY.
 UNIQUENESS.
 SALIENCE.

21. SPECIFIC SCHEMAS: BRAND IMAGES
& PERSONALITY
 Brand Images. Specific type of schema that
captures what a brand stands for and how
favorably consumers view it.
 Brand Personality. The set associations
included in a schema that reflect a brand’s
personification.

22. CREATING BRAND IMAGES &
PERSONALITIES
 When an offering is new, the marketer
has to create a schema, image, and/or
personality to help consumers
understand what it is, what can I do for
them, and how it differs from competing
offerings.

23. CREATING BRAND EXTENSIONS
 Two General Effects:
1. Transfer of associations takes place from
the original brand schema.
2. A transfer of meaning from the new
branded product to the original schema
may take place.

24. MAINTAINING BRAND IMAGES &
PERSONALITIES
 Marketers must maintain and develop
the brand images and personalities.
 To develop the brand images and
personalities, a company may offer
multiple brand extensions.

25. CHANGING BRAND IMAGES &
PERSONALITIES
 If a brand or product images becomes
stale, outdated or linked to negative
associations, marketers need to add
new and positive association.

26. PROTECTING BRAND IMAGES &
PERSONALITIES.
 Brand images and personalities may
be threatened during the crises that
involve potential harm such as reports of
contaminated products or health
problems that are linked to specific
problems.

27. KNOWLEDGE STRUCTURE:
CATEGORIES

28. TAXONOMIC CATEGORY
 How consumers classify a group of
objects in memory in an orderly, often
hierarchical way, based on their
similarity to one another.

29. GRADED STRUCTURE &
PROTOTYPICALITY
 Prototype. Category member
perceived to the best example of the
category.
 Prototyping. It is the extent to which
the category members are considered to
be the representative of the category.

30. HIERARCHICAL STRUCTURE

31. KNOWLEDGE FLEXIBILITY
 Goal-Derived Categories. Contains things that
consumers view as similar because they serve the same
goal, though they may be belong to different taxonomic
category.
 Construal Level Theory. Describing the different levels
of abstractness in the associations that consumer has
about the concepts and how the consumer’s
psychological distance from these concepts influences the
behavior.

32. WHY CONSUMERS DIFFER
IN KNOWLEDGE CONTENT
& STRUCTURE?

33. RETRIEVAL & MEMORY

34. RETRIEVAL FAILURE
 Decay. Occurs when memory strength
deteriorates over time, for instances because it ahs
not been used.
 Interference. Occurs when the strength of a
memory deteriorates over time because of the
presence of other memories that compete with it.

35. SERIAL-POSITION EFFECTS: PRIMACY &
RECENCY
 Retrieval Errors.
 Enhancing Retrieval.

36. CHARACTERISTICS OF THE STIMULUS.
 Salience.
 Prototypically.
 Redundant Cues.
The medium in which the stimulus
is processed.

37. What the Stimulus is
linked to?

38. How a Stimulus is
Processed in Working
Memory

39. Consumer
Characteristics Affecting
Retrieval

40. THANK YOU!!!
REPORTED BY: DARWIN JOHN MATIAS
ANGELINE NARON