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