MEMORY AND KNOWLEDGE

Dr. Maria Lourdes A. Belen

MEMORY AND RETRIEVAL DEFINED
MEMORY
- The persistence of learning over time, via the
storage and retrieval of information, either
consciously or unconsciously.
RETRIEVAL
- The process of remembering or accessing what was
previously stored in memory.
TYPES OF MEMORY
1. SENSORY MEMORY
- Input from the five senses stored temporarily in
memory.
2. WORKING MEMORY
- The portion of memory where incoming information is
encoded or interpreted in the context of existing
knowledge and kept available for more processing.
3. LONG-TERM MEMORY
- The part of memory where information is permanently stored for
later use.
- Types of long term memory : Episodic and Semantic
- Episodic memory - knowledge we have about ourselves and our
personal, past experiences.
- Semantic memory - general knowledge about an entity, detached
from specific episodes.
4. EXPLICIT AND IMPLICIT MEMORY
- Explicit - when consumers are consciously aware that they
remember something
- Implicit - memory without any conscious attempt at remembering
something.
KNOWLEDGE CONTENT, STRUCTURE AND FLEXIBILITY

- The information that we have learned and stored in memory

about brands, companies, stores, people, how to shop and
so on.
- KNOWLEDGE STRUCTURE
- Describes how we organize knowledge in memory
SCHEMAS
- Is the set of associations linked to a concept.
- It has product schemas, brand schemas, people, companies,
places.

SPECIFIC SCHEMAS

- BRAND IMAGE -is a specific type of schema that captures

what a brand stands for and how favourably consumers view
it.
- PERSONALITY - is the set of associations include in a
schema that reflects a brand’s personification.
SCRIPTS
Represents our knowledge of a sequence of actions involved
in performing an activity.

- It helps to complete the task quickly and easily.

RETRIEVAL
- The act or process of getting and bringing back
something.
RETRIEVAL FAILURES
1. DECAY - occurs when memory strength deteriorates over
time
2. INTERFERENCE - occurs when the strength of a memory
deteriorates over time because of competing memories.
3. SERIAL POSITION EFFECTS- PRIMARY AND RECENCY EFFECT
- The tendency show greater memory for information that
comes first or last in a sequence.
ENHANCING RETRIEVAL
RECOGNITION - The process of identifying whether we have
previously encountered a stimulus when re-exposed to it.

RECALL - the ability to retrieve information from memory

without being re-exposed to it.

ELABORATION - transferring information into long- term

memory by processing it deeper levels.
ENSURING THAT CONSUMERS REMEMBER YOUR BRAND

1. CHUNKING - is a group of items that are processed as a

unit.
2. REHEARSAL - means that we actively and consciously
interact with the material that we are trying to
remember,perhaps by silent repeating or actively thinking
about the information and its meaning.
3. RECIRCULATION - when information is encountered
repeatedly.
4. ELABORATION - transferring information into long-term
memory by processing it at deeper levels.