Memory

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 Learning Objectives (continued)
• Memory systems work.
When you finish this chapter, you should understand why:
• The other products we associate with an individual product
influences how we will remember it.
• Products help us to retrieve memories from our past.
• Marketers measure our memories about products and ads.

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 Memory
• Memory refers to the
processes that are used to
acquire, store, retain, and
later retrieve information.
There are three major
processes involved in
memory: encoding, storage,
and retrieval.

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 Role of Memory in Learning
• Memory: acquiring information and storing it over time so that it
will be available when needed.
• Information-processing approach;

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 How Information Gets Encoded
• Encode: mentally program meaning
• Types of meaning:
• Sensory meaning, such as the literal color or shape of a package
• Semantic meaning: symbolic associations
• Episodic memories: relate to events that are personally relevant
• Narrative: memories store information we acquire in story form

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 Figure 3.5 The Memory Process

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 Cognitive Learning Theories: Observational Learning
• We watch others; we model behavior
• Conditions for modeling to occur:
• The consumer’s attention must be directed to the appropriate
model
• The consumer must remember what the model does and says
• The consumer must convert information to action
• The consumer must be motivated to perform actions

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 Figure 3.3
The Observational Learning Process

• Modeling: imitating others’ behavior

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 Retrieval for Purchase Decisions
• Retrieving information often requires appropriate factors and cues:
• Physiological factors
• Situational factors
• Consumer attention; pioneering brand; descriptive brand names
• Viewing environment (continuous activity; commercial order in
sequence)
• Post experience advertising effects

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 What Makes Us Forget?
• Appropriate factors/cues for retrieval:
• State-dependent retrieval/ mood
congruence effect
• Familiarity
• Salience/von Restorff effect
• Visual memory versus verbal memory

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 The Von Restroff Affect
Occurs when a highly unique item in a series is recalled more easily.

Also illustrates information salience, which is the idea that unique, novel,
moving, contrasting, colorful, etc. stimuli are more easily encoded and retrieved.

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The von Restorff Effect

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 The Zeigarnik Effect

occurs if a task is
interrupted, material
relevant to the task
tends to be
remembered. E.g., Here, build a story
About a person doing
stories that are cut in
the middle--taster’s Something difficult, and
choice. Bud--frogs Then stop just before
Climax. Will increase
and Tasters’ Choice. Interest in and recall
Of story.
Zeigarnik Effect
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 The Marketing Power of Nostalgia
• Marketers may
resurrect popular
characters to evoke
fond memories of the
past
• Nostalgia
• Retro brand

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 Discussion
• What “retro brands” are targeted to you? Were these brands that
were once used by your parents?
• What newer brands focus on nostalgia, even though they never
existed before?

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 Chapter Summary
• Marketers need to know how consumers learn in order to develop
effective messages.
• Conditioning results in learning and learned associations can generalize
to other things.
• Learning can be accomplished through classical and instrumental
conditioning and through observing the behavior of others.
• We use memory systems to store and retrieve information.

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Disclaimer:
The contents of these slides are adapted from book Consumer Behavior
by  Michael R. Solomon. It is solely for the purpose of teaching marketing
concepts and assessing consumer behavior insight for students studying at Iqra
University.