copyright © 2012 cengage learning asia helping consumers to remember chapter 13
Post on 26-Dec-2015
215 Views
Preview:
TRANSCRIPT
COPYRIGHT © 2012 Cengage Learning Asia
Helping Consumers to Remember
CHAPTER 13
COPYRIGHT © 2012 Cengage Learning Asia
Helping Consumers Remember
COPYRIGHT © 2012 Cengage Learning Asia
Helping Consumers Remember
Failing to remember is a common occurrence in consumer behavior
Such memory failures in the context of product purchase and consumption translates into lost sales and profits
Consumers’ ability to remember also plays a role in advertising effectiveness
COPYRIGHT © 2012 Cengage Learning Asia
Helping Consumers Remember
Advertising’s long-term effects may depend on consumer memory
Advertising may focus on activating consumers’ memory of past consumption experiences
Consumer memory is also an important part of nostalgia advertising appeals which evoke favorable memories of the past
COPYRIGHT © 2012 Cengage Learning Asia
Helping Consumers Remember Remembering consists of:
Cognitive learning: getting information into memory
Retrieval: getting it back out
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: RehearsalCognitive learning occurs when information processed in short-term memory is stored in long-term memory
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: RehearsalCognitive learning occurs when information processed in short-term memory is stored in long-term memory
Rehearsal involves the mental repetition of information or, the recycling of information through short-term memory
Rehearsal may be described as a form of inner speech
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: Rehearsal
Helps maintain information in short-term memory
Aids in the transfer of information in short-term memory to long-term memory
Rehearsal serves two functions:
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: Rehearsal
Greater rehearsal increases the strength of long-term memory trace, thereby enhancing the likelihood that trace can later be retrieved
Helps maintain information in short-term memory
Aids in the transfer of information in short-term memory to long-term memory
Rehearsal serves two functions:
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: ElaborationElaboration: the degree of integration between the stimulus and existing knowledge
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: ElaborationElaboration: the degree of integration between the stimulus and existing knowledge
At low levels of elaboration, stimuli are processed in much the same way they are encountered
At greater levels of elaboration, more links between the new information and information stored in memory are created
COPYRIGHT © 2012 Cengage Learning Asia
JAN 16
Using greater level of elaboration to remember the same license plate number
Elaboration
Using low level of elaboration to remember a license plate number
A J N 2 6 8
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: Elaboration
Intentional learning
Incidental learning
Motivation plays a role in the amount of elaboration a person employs to remember
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: Elaboration
Knowledge allows more meaningful elaboration
Ability to learn depends on both individual and environmental factors
Intentional learning
Incidental learning
Motivation plays a role in the amount of elaboration a person employs to remember
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: Mental Representations
Mental representations: the particular manner in which information is stored in long-term memory
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: Mental Representations
Mental representations: the particular manner in which information is stored in long-term memory
Stimuli may be stored in same form in which they appear, or transformed (the price of a dress may be remembered as $200 or expensive)
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: Mental Representations
Dual coding proposes that information can be stored in both semantic and visual forms
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: Mental Representations
Dual coding proposes that information can be stored in both semantic and visual forms
Having multiple representations increases the number of possible mental pathways that can be traveled when trying to remember
COPYRIGHT © 2012 Cengage Learning Asia
Using Mental Representations To Increase Learning
COPYRIGHT © 2012 Cengage Learning Asia
參考資料:陳俊生 71快速記憶法 PS :請採用正統方式學英文
文不如表、表不如圖
COPYRIGHT © 2012 Cengage Learning Asia
Cognitive Learning: Mental Representations
Associative network: memory nodes containing bits of information are linked to other memory nodes in a series of hierarchical networks
COPYRIGHT © 2012 Cengage Learning Asia
Walt Disney World Resort
Parks
Great Fun
Expensive
MGM Studios
Animal Kingdom
Epcot
Located in Orlando
Magic Kingdom
Disney
An Associative Network for Disney (partial)
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval
Retrieval: the activation of information stored in long-term memory that is then transferred into short-term memory
The cycle of remembering
COPYRIGHT © 2012 Cengage Learning Asia
The Cycle of Remembering
Short-term Short-term MemoryMemory
COPYRIGHT © 2012 Cengage Learning Asia
The Cycle of Remembering
Long-term Long-term MemoryMemory
Short-term Short-term MemoryMemory
Learning
COPYRIGHT © 2012 Cengage Learning Asia
The Cycle of Remembering
Long-term Long-term MemoryMemory
Short-term Short-term MemoryMemory
Retrieval
Learning
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval
Successful retrieval depends on:Strength of memory trace of the to-be-remembered information
The number and strength of linkages between the to-be-remembered item and other memory nodes
Spreading activation: activating one memory node creates a ripple effect that spreads throughout its linkages to other nodes
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval
Retrieval can be enhanced by retrieval cues: stimuli that activate information in memory relevant to the to-be-remembered information
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval: Forgetting
Forgetting: the failure to retrieve something from memory
Decay theory: memories grow weaker with the passage of time
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval: Forgetting
Even when memory trace is strong, people forget things because not all information in long-term memory can be retrieved at one point in time
If retrieval fails, sometimes information will “pop” into our minds later
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval: Forgetting
Failure to retrieve something which has not faded from memory is attributable to interference
Interference theory: the chances of retrieving a particular piece of information become smaller as interference from other information becomes larger
Clutter of advertising may also interfere with retrieval
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval: Recognition and Recall
Retrieval also depends on whether the information requires recall and recognition
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval: Recognition and Recall
Retrieval also depends on whether the information requires recall and recognition
Recognition requires identifying something as familiar because we’ve seen it before
With brand or ad recognition measures, the to-be-remembered information is provided
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval: Recognition and Recall
Recall is more cognitively demanding than recognition
Unaided (free) recall does not contain any retrieval cues
Aided (cued) recall provides cues to help someone remember
Consumers remember more when they answer aided rather than unaided recall measures
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval: Product Awareness When consumers use internal search to form their consideration sets, they must recall brand names from memory
Brand recognition, in this instance, is not as important as brand recall
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval: Product Awareness When consumers use internal search to form their consideration sets, they must recall brand names from memory
Brand recognition, in this instance, is not as important as brand recall
Sometimes consideration sets are formed at the point of purchase
In this case, product awareness in the form of recognition is vital
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval: Product Awareness Brand recognition focuses on more than just the name
Showing the packaging in an ad helps recognition when in the store
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval: Advertising Awareness Many companies focus on what consumers remember about their advertising messages, rather than on how many remember seeing it
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval: Advertising Awareness Companies should focus on what consumers remember about their advertising messages
Do they remember the advertised brand?
Day-after recall (DAR): measures brand recall 24 hours after ad exposure
What do they remember about the ad claims?
COPYRIGHT © 2012 Cengage Learning Asia
Retrieval: Advertising Awareness Why should companies focus on what consumers remember about their advertising messages?
If consumers don’t remember the brand, then the other things they do remember will not be linked to the brand in memory
If consumers are confused about which brand was in the ad, they might link the ad claims to another brand
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Get More Attention
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Get More Attention The more attention given to a stimulus, the greater the chances of being remembered
There are a number of ways companies can enhance consumers’ attention to their messages
Pleasant ambient scents enhance brand recall and recognition
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Reminders
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Reminders Advertising that reminds consumers to buy a product
Postcards reminding consumers to make an appointment
Retrieval cues placed on packaging and at the point of purchase to enhance ad effectiveness
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Reminders Free stickers help consumers remember the company’s information
Free products act as mini-billboards and build goodwill
The Internet is useful for delivering reminders and making recommendations to consumers
COPYRIGHT © 2012 Cengage Learning Asia
Helping Consumers to Remember with Reminders
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Use Retrieval Cues
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Use Retrieval Cues Retrieval cues activate relevant product information in memory at the point of purchase
Retrieval cues also help to link the favorable feelings generated by an ad to the product
Different types of retrieval cues may be most effective depending on the language of communication
COPYRIGHT © 2012 Cengage Learning Asia
Helping Consumers to Remember with Retrieval Cues
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Repetition
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Repetition Companies rely on repetition (showing ads over and over again) to enhance rehearsal of the ad
Learning plateaus after a certain number of repetitions, and negative responses may result from seeing an ad too often
Repetition may be used within an ad
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Encourage Elaboration
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Encourage ElaborationSelf-referencing: involves relating a stimulus to one’s own self and experiences
The number and strength of potential linkages between new and stored information are enhanced
Research supports the potential for encouraging self referencing through advertising copy
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Encourage Multiple Representations in Memory
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Encourage Multiple Representations in Memory
If ad copy fails to evoke imagery, then including pictures in the ad will enhance the formation of visual representations and improve retrieval
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Encourage Multiple Representations in Memory
If ad copy fails to evoke imagery, then including pictures in the ad will enhance the formation of visual representations and improve retrieval
Visual representation of a brand name can increase its memorability
COPYRIGHT © 2012 Cengage Learning Asia
Visual Representations Can Increase Memorability of Brands
COPYRIGHT © 2012 Cengage Learning Asia
Visual Representations Can Increase Memorability of Brands
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
The Importance of Consistency
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
The Importance of ConsistencyAn ad may convey the same meaning through the brand name, copy, and picture if they are presented in similar ways
Consistency facilitates remembering
When the ad copy conveys the same meaning as the name and picture, brand name recall is improved
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Use Easy-to-Remember Stimuli
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Use Easy-to-Remember StimuliConcrete words (such as dog or tree) can be visualized rather easily
Abstract words (such as equality) are more difficult to represent visually
Concrete brand names will be more easily remembered than abstract brand names
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Use Easy-to-Remember StimuliBrand name suggestiveness: the degree to which the brand name conveys a brand attribute
Suggestive brand names can enhance recall of ad claims that pertain to the same attribute suggested by the brand name
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Use Easy-to-Remember StimuliDistinctive stimuli are easier to remember because they stand out and are less susceptible to interference
Distinctive brand names and products are more memorable
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Use ClosureClosure refers to the tendency to develop a complete picture or perception when elements in the perceptual field are missing
The drive to “fill in” the missing parts increases the amount of thinking consumers undertake during stimulus processing, thus enhancing memory
COPYRIGHT © 2012 Cengage Learning Asia
The Use of Closure Can Increase Brand Memory
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Put Consumers in a Good Mood
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Put Consumers in a Good Mood
Mood influences retrieval
The favorableness of retrieved memories depends on whether mood is positive or negative
Positive moods increase the chances of remembering favorable information
Ads may use humor or music to influence mood
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Products That Help Consumer Remember
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Products That Help Consumer Remember
A number of products claim their consumption will improve memory
COPYRIGHT © 2012 Cengage Learning Asia
This Product Promises to Improve Consumers’ Memory
COPYRIGHT © 2012 Cengage Learning Asia
How Companies Can Help Consumers to Remember
Products That Help Consumer Remember
A number of products claim their consumption will improve memory
Products can be designed to evoke favorable memories or create and record important memories
COPYRIGHT © 2012 Cengage Learning Asia
Products Designed to Evoke Favorable Memories
top related