Week 5

Memory

Taxonomic Categories

Knowledge structures in which people classify objects in an orderly, hierarchical way, based on their similarity to one another

Objects within a category share many features

Objects across categories share fewer features

Taxonomic categories share a hierarchical structure, characterized by levels

Superordinate level: broadest, most inclusive level. Less similarity among members (eg. Vehicles)

Basic Level: The most fundamental and intuitive one. Most people can differentiate among objects at this level (eg. Cars, planes, rockets, busses)

Subordinate level: narrowest, most differentiated level. Greatest similarity among members (Ford Focus, Boeing 777, Ferrari spider)

Taxonomic categories also share a graded structure (some members represent a category better than others)

Prototype (the best example of a category)

Has many features in common with other members of the category

Most frequently encountered.

Prototypical Brands

Most easily recalled

Higher chance of being part of consumers consideration set

Standard of comparison for the product category

Determine features and benefits of the category

Implications for positioning strategy

non prototype brands can be positioned close to prototype (to imply similar attributes and benefits) or away from prototype (to differentiate themselves).

Marketing implications

Categorization helps us make sense of new products and their properties

Categorization makes it easier to identify / search products

Placing a product in a particular category might influence our perception of its properties and image (organic vs regular, luxury vs regular)

Goal derived categories: products that serve the same goal can be seen as belonging to the same category (

Types

Sensory

Short term / working

Long term

Information about a stimulus, which is stored temporarily when we come in contact with the stimulus. Obtained through the five senses

Operates automatically (outside of conscious control)

Short lived (1/4 sec - 2 sec

Stored in its actual sensory form

The portion of memory where we encode or interpret incoming information in light of existing knowledge

Also short-lived, but not as brief as sensory memory

Limited

Millers magic number 7+ -

New evidence 4 + -

Information processing in working memory can take one of two types of forms

Discursive processing (indirect)

Through words

Imagery Processing (direct)

Through the sensory properties of the object

Faster and easier to remember, closer resemblance to the object

The part where information is stored for permanent use

Semantic vs Autobiografical

Semantic: General Knowledge, knowledge about facts; Detatched from episodes or context

Autobiographical: Knowledge about ourselves and our past experiences. Contextual, personal and idiosyncratic

Explicit vs Implicit

Explicit: Being consciously aware that you remember something

Implicit: When you are not consciously aware that you remember something; processing fluency

This highlights the importance of exposure

Memory Functions

Encoding

The process of receiving and processing of information. Transforming the perceived stimuli into information that can be stored into short or long term memory

Storage

The process of consolidating information into short term or long term memory. Learning

Retreival

The process of transferring information from long term memory into short term / working memory (for active use). Recalling or recognizing

Types of retrieval

Recognition

Recall

Retrieving information from memory without being exposed to it

Identifying wether we have previously encountered a stimulus in the past

Easier than recall

How to enhance memory

By making information more relevant

Relevance increases elaboration, which is processing the information at a deeper level, thinking about it, or connecting it to knowledge we already have.

Novel or puzzling information are easier to remember

Through recirculation

Encountering with the same information repeatedly

Through rehearsal

Repetition that involves a more active and conscious interaction with the information (eg. jingles)

Through chunking

Grouping smaller bits of information into larger meaningful bits (eg. 1800-FLOWERS)

Through dual encoding

Processing the information in different ways (writing, reading, listening)

By inducing a positive mood