Consumer Behavior: Memory and Retrieval
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This presentation contains important theories and classifications of memory and retrieval needed to be known for a business. These makes consumers turn into buyers and loyal customers.
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The document discusses Information Processing Theory, which focuses on cognitive effects of media rather than affective or behavioral effects. It outlines several key assumptions of the theory, including that human cognition involves many processes, most information is passively processed, and resources are limited. Memory involves both short-term working memory and long-term memory. The theory implies media content and structure can influence learning and memory, with implications for research on children, violence, advertising, and more.
Memory
Memory involves encoding, storing, and retrieving information through three systems: sensory memory, short-term memory, and long-term memory. There are various ways to improve memory, such as chunking information, rehearsal, mnemonics, and semantic networks. Memory can be declarative or nondeclarative, explicit or implicit, and is supported by different brain regions like the hippocampus and amygdala. Factors like interference, failure of encoding, and context dependent cues can lead to forgetting over time.
Memory.pptx
The document discusses several topics in psychology of learning and memory. It describes different types of learning including associative learning, latent learning, perceptual learning, and insight learning. It also discusses instrumental learning and operant conditioning. For memory, it explains the processes of encoding, storage, and retrieval of memories. It outlines different types of memory like sensory memory, short-term memory, and long-term memory. Finally, it discusses reasons for forgetting like retrieval failure, interference, failure to store, and motivated forgetting.
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Consumer Behavior: Memory and Retrieval
- 2. How Memory is Enhanced?
- 3. 1. Chunking A group of items that can be processed as a unit
- 6. 2. Rehearsal The process of actively reviewing material in an attempt to remember it.
- 9. 3. Recirculation The process by which information is remembered via simple repetition without active rehearsal.
- 11. 4. Elaboration Transferring information into long-term memory by processing it at deeper levels.
- 15. Semantic or associative network set of associations in memory that are linked to a concept.
- 17. Factors about the semantic network affect what we remember
- 18. 1. Trace Strength The extent to which an association or link is strongly or weakly linked to a concept in memory.
- 20. 2. Spreading of Activation The process by which retrieving one concept or association spreads to the retrieval of a related concept or association.
- 23. 1. Decay The weakening of memory nodes or links over time.
- 24. 2. Interference That which causes us to confuse which features go with which brand or concept due to semantic networks being too closely aligned.
- 25. 3. Primary & Recency Effects The tendency to show greater memory for information that comes first or last in a sequence.
- 26. Retrieval Errors
- 27. What we do remember is not always accurate or complete; our memory may be subject to distortion or confusion.