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Week 5 - Coggle Diagram

- - - - Has many features in common with other members of the category
      - Most frequently encountered.
    - - 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).
- - - - Recognition
        
        Identifying wether we have previously encountered a stimulus in the past
        
        Easier than recall
      - Recall
        
        Retrieving information from memory without being exposed to it
  - - - 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
    - - Encountering with the same information repeatedly
    - - Repetition that involves a more active and conscious interaction with the information (eg. jingles)
    - - Grouping smaller bits of information into larger meaningful bits (eg. 1800-FLOWERS)
    - - Processing the information in different ways (writing, reading, listening)
- - - - 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