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Marketing 351 - Chapter Seven
Terms in this set (40)
A vast personal storehouse of knowledge about products, services, shopping excursions, and consumption experiences.
_________ is the process of remembering or accessing what we have stored in the memory.
Sensory experiences stored temporarily in memory
Very brief memory for things we hear.
Very brief memory for things we see.
The portion of the memory where we encode or interpret incoming information.
Short term memory is very important because it is where:
Most of our information processing takes place.
The processing of information as words.
Representing the visual, auditory, tactile, gustatory, and/or olfactory proper properties of an item
What are the two interesting characteristics of the short term memory?
1. The short term memory is limited
2. The short term memory is short-lived
Short term memory, particular imagery processing, has four key implications for marketers. What are they?
1. Imagery processing can affect product liking and choice
2. Imagery can stimulate memories of past experiences
3. Imagery can affect how much information we can process
4. Imagery may affect how satisfied we are with a product or consumption experience
The part of the memory where information is permanently stored for later use.
What are the two types of long term memory?
2. Semantic memory
What is another name for autobiographical memory?
Knowledge we have about ourselves and our personal experiences
Knowledge about an entity detached from specific episodes.
A group of items that can be processed as a unit.
Researchers believe that the most individual can process in short term memory at any one time is ___ to ____ chunks of information.
Three to seven
Means that we actively and consciously interact with he material that we are trying to remember.
The process by which information is remembered via simple repetition without active rehearsal.
Transferring information into long-term memory by processing it at deeper levels.
Memory researchers think about long-term memory, or prior knowledge, as a series of ________ or associative networks.
Two factors about the semantic network affect what we remember. What are they?
1. Trace Strength
2. Spreading of Activation
The extent to which an association or link is strongly or weakly linked to a concept in memory.
The extent to which an association or link is retrievable from memory.
The process by which retrieving one concept or association spreads to the retrieval of a related concept or association.
Spreading of activation
The activation of a node in memory, often without conscious awareness.
The weakening of memory nodes or links over time.
That which causes us to confuse which features go with which brand or concept due to semantic networks being too closely aligned.
The tendency to show greater memory for information that comes first or last in a sequence.
Primacy and Recency Effect
Consumers can retrieve information through two retrieval systems:
Explicit and implicit memory
Memory of some prior episode achieved by active attempts to remember it.
The process of determining whether a stimulus has or has not been encountered before
The ability to retrieve information from memory
_______ recall exists when we can retrieve something in memory without any help
______ recall exists if we need a cue to remember something.
Memory for things without any conscious attempt at remembering them.
Something is _______ if it stands out from the larger context in which it is placed because it is bright, big, complex, moving, or prominent it is environment.
A stimulus that facilitates a node's activation in memory.
The representation of a stimulus in two modalities (Ex. Pictures and words in memory)
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